WSL Desk
Supertails, a tech-enabled pet-care startup, has launched a Raksha Bandhan campaign titled ‘Ghar ke Rakshak’, celebrating the emotional bond between pet parents and their furry companions. The campaign aims to integrate pets into the traditional Raksha Bandhan festivities, recognising them as protectors, companions, and integral members of the family.
Raksha Bandhan: Celebrating Bonds Beyond Blood
Raksha Bandhan, traditionally a celebration of the bond between siblings, is being reimagined by Supertails to include the unconditional love and loyalty offered by pets. “Our pets are part of our families. They share in our joys, comfort us through quiet moments, and show us love in the most heartfelt ways,” said Vineet Khanna, Co-founder, Supertails. “This Raksha Bandhan, we wanted to celebrate that unspoken connection, because care, loyalty, and belonging go far beyond human relationships.”
Ghar Ka Rakshak Pet Rakhi Box
As part of the campaign, Supertails has unveiled a specially curated Raksha Bandhan Box for pets. The box includes a pet-friendly rakhi named ‘Ghar Ka Rakshak’ along with handpicked treats and goodies. The box is available on the Supertails website and mobile app, with Rs 50 from each sale earmarked for the vaccination of street dogs, underscoring the company’s commitment to animal welfare.
Widening Participation
In a gesture to encourage wider participation, the company announced on Tuesday that over 5,000 existing Supertails customers will receive complimentary rakhis for their pets, allowing more families to include their pets in the celebrations. The campaign will be promoted across digital platforms, including Meta, Google, and LinkedIn.
Mission of Compassionate Pet Parenting
Supertails has been expanding its footprint in pet healthcare, offering at-home vet services, dedicated pet clinics, and expert grooming solutions. With the ‘Ghar ke Rakshak’ initiative, the startup continues to build on its mission of inclusive and compassionate pet parenting.
