Himalaya Drug Co's Pet Project

By Satrajit Sen , afaqs!, New Delhi | In Digital | July 18, 2014
The digital campaign aims at sensitizing people towards adopting pets.

Pet adoption is something that is gaining momentum in the country, especially in the urban cities. Many pet lovers in the metros are organising adoption drives to find permanent homes for the stray dogs they are fostering, apart from spreading awareness about the importance of neutering them

Praveen Kala

The subject has now been revisited through a digital campaign called Build a Bond. For this, Himalaya Animal Health has partnered with CUPA (Compassion Unlimited Plus Action), Bangalore, India, to sensitize people towards pet adoption.

The campaign will see Himalaya passively adopt dogs sheltered at CUPA and take care of their food, shelter, medicines and other needs. The campaign features a digital film made by creative agency Rick & Shaw. The entire digital campaign has been executed by MSLGROUP, Bangalore.

The campaign also features an app on the Companion Care page on Facebook, with which Himalaya is urging people to come forward and take a "pledge" for animals. For every pledge, Himalaya contributes one rupee to the CUPA Second Chance Adoption Centre in Bangalore, India. The idea behind a pledge is to let users take action and show commitment to the cause.

The campaign will be supported by more videos and infographics on digital media across platforms. Speaking about the objective behind the campaign, Praveen Kala, business head, Animal Health Division, The Himalaya Drug Co, says, "Unfortunately, animal welfare is seen as the poor cousin to human welfare. We have to collectively address the issue. This year, we have partnered with CUPA in Bangalore. In the coming years, we are hopeful of partnering with organizations across India and changing attitudes towards issues like pet adoption."

CUPA encourages people to visit their Second Chance Adoption Centre where, besides adopting a rescued dog, one could also understand that pets are like children and need care and attention. The organization also takes care of abandoned racehorses, camels and calves. However, it has more dogs than any other animal.

According to CUPA, it is always a good idea to understand a dog's behaviour and what it entails to have a pet. CUPA further states that finally, when one is sure to 'build that bond', he should always opt to adopt, and not buy. Kala believes that the campaign is a part of a series of long-term initiatives. "By partnering with animal welfare organizations, animal lovers, influencers in print and social media, we hope to spread the word and bring issues to the forefront," he adds.

Established in 1998, the Animal Health Division at Himalaya Drug Co offers a wide range of safe and effective herbal products for pets, livestock, poultry and aquaculture. The product portfolio includes calcium supplements for bone development in animals, herbal feed supplement for livestock, poultry and fish, grooming and healthcare products for pets. All products are clinically tested to ensure safety and efficacy and are endorsed by veterinarians.

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