Supertails rolls out wedding-season sale with pets as matchmakers

MUMBAI: Supertails is hitching itself to India’s shaadi season with a racy new campaign, “Hooman Di Wedding Sale”, running from 23 November to 2 December. The digital-first pet care brand is pushing a wedding-themed sale packed with melodrama, humour and pet-first decision-making because in many homes the final say on a rishta comes from the furry family member.

Built on the insight that pet approval is non-negotiable for committed pet parents, the campaign casts pets as the ultimate matchmakers. Its centrepiece is a tongue-in-cheek, Ekta Kapoor-inspired film that opens with a “rishta pakka” scene before being interrupted by the bride’s pets, who storm in to question whether the groom is worthy of becoming their new pawrent. With Supertails treats as his wingmen, he eventually wins them over and proposes not just to the bride but also to her pets, securing a family-wide “yes”.

Each day of the sale mirrors a wedding function, from Daawat-e-Baarat food deals to Band, Baaj, Bling accessories and Healthily Ever After pharmacy offers. Off-platform, the brand is running sharp matrimonial spoofs voiced by its iconic pet aunties alongside the Pet Parent Palooza, a Bengaluru carnival curated with Kaunversations, bringing couples and their pets together to celebrate pet-approved partnerships.

Co-founder of Supertails, Vineet Khanna, says the campaign spotlights how relationships are shaped by the ones waiting at home, our pets, adding that the sale delivers the festive chaos of a wedding with a reassuring emotional punch.

Founded in 2021 by Varun Sadana, Aman Tekriwal and Khanna, Supertails offers veterinary consultations, behavioural training and pet essentials via a digital-led ecosystem from its Bengaluru base. With Hooman Di Wedding the brand is betting that India’s booming pet-parenting culture is ready for a dose of romance and a burst of retail therapy.