Wiggles engages with 100+ pet influencers for India’s first petfluencer party in association

India’s leading pet care brand Wiggles continues to leverage innovative marketing opportunities as a part of its brand-building exercise.

Firmly positioned as the only pet care brand in the category with an expert-driven strategy, Wiggles continues to make the complexities of animal care simpler and more engaging for pet parents and animal lovers. 

  • developing a culture of responsible and fun pet parenting
  • to raise awareness about dog food and nutrition
  • the campaign generated 11.1 million reach on social media

In a first-of-its-kind initiative, Wiggles collaborated with creator platform The Good Creator Co’s, Co-Founder Malini Agarwal, popularly known as MissMalini to engage with influential pet parents and animal lovers to drive the conversation around the right nutrition for every dog.

They hosted Wiggles’ maiden Petfluencer Party on September 11 in Mumbai – a fun evening that saw participation from over 100 influencers and celebrities such as Anusha Dandekar, Poonam Pandey, Suchitra Krishnamoorthi, Bandagi Kalra, Lakshya Kapoor and many more came along with their pets. 

The campaign kicked off with a contest inviting participants to attend the exclusive by-invite event.

The Petfluencer Party hosted an insightful discussion on right nutrition for every dog led by Malini Agarwal with her pet Mylo, Cyrus Broacha, TV Anchor, Comedian, Podcaster and parent to Peter and Mary, Anushka Iyer, Founder and CEO and parent of Wiggles along with Dr. Sanjiv Rajadhyaksha, Medical Director, Wiggles and Tanushree Rakshit, Founder of Pro Paws Academy and animal rights activist.

The discussion focused on dog parents’ confusion about food and nutrition, leading to the showcase of their new dog food, EveryDawg.

The afternoon was marked with fun activities like a paw-pup bar, a pet psychic, a cuddle booth, and a stand-up act on the eccentric habits of Indian pet parents by Nitinn R Miranni, who attended with his pet Marshall. 

“At Wiggles, we always look for meaningful and exciting ways to keep our pet parent community engaged while creating awareness about responsible pet care. 60% of India’s population comprises GenZ and millennials who want delightful customer experiences and the very best for their pets. Wiggles Petfluencer Party with The Good Creator Co. has enabled us to reach out to these new parents through a medium they love. We hope that through this partnership, we can dispel some myths and confusion about dog nutrition, and build a culture of responsible pet care. Mumbai is just the first of the many we have in store and we look forward to adding value to the pet community and industry at large.”

Anushka Iyer, Founder and CEO, Wiggles said,

“I am delighted to host a Creator experience as MissMalini with the Good Creator Co for the launch of Wiggles EveryDawg food. Wiggles has always been a wholesome and positive brand that I trust and being a pet parent myself I know how much I worry about my pup’s nutrition from the myriad options out there. I’ve seen Mylo enjoying all his Wiggles goodies. I am super excited to bring together our creator community to connect over our love for our furry friends and create fun and engaging content while educating our guests about proper nutritional care for our fur babies. Opportunities like these allow the creator community to bond and connect in person in super special and memorable ways for creators big and small.”

Malini Agarwal, Founder and Creative Director of MissMalini and Co-founder, The Good Creator Co, said,


Wiggles is India’s leading pet-care brand loved by over 500,000 pets. Founded in 2018 by loving pet parents, Anushka Iyer, Rajh Iyer and Venkat Mahadevan, Wiggles believes in holistic care, integrating pets’ physical, emotional and social well-being.

Backed by science and innovation, Wiggles’ wide and growing range of category-creating products span medicines, grooming essentials, and health supplements to pet food and treats. In addition to products, Wiggles provides the best online veterinary, nutrition, and behavior consultations for pets that parents can access from the comfort of their homes.

While Wiggles has set up India’s first state-of-the-art boarding and training at Petsville in Pune, its community, Wiggles Tribe, has grown to become India’s largest online and offline community where pet parents connect with experts and peers to discuss challenges and share advice. 

Committed to being #PartnersInPethood, Wiggle continues to scale on quality and feedback and has grown to become India’s most trusted brand by pet parents. Wiggles’ products are available on and major marketplaces, pet shops and retail stores pan India.

About The Good Creator Co:

The Good Creator Co, led by Sachin Bhatia, is India’s largest influencer platform and is an amalgamation of Plixxo, Winkl, Vidooly, Bulbul and MissMalini’s influencer and talent management division.
As part of the consolidation – Plixxo, Winkl and Bulbul have come together to form the core of the Good Creator Co platform.
Vidooly will continue to function independently as well as powering analytics for Good Creator Co. MissMalini’s talent management arm, IgniteEdge is now the Good Talent Network, a division of Good Creator Co. Tracking over 1.5 million influencers, the Good Creator Co provides a single integrated platform for creators to earn, learn and increase their follower base while also working with hundreds of external brands to power their influencer commerce campaigns.
Importantly, the Good Creator Co provides a cost effective platform to increase the reach and awareness of the brands of Good Brands Co driving revenues.
This article was shared with Prittle Prattle News as a Press Release.
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