Brand: The 'Welfare of Stray Dogs' is a Mumbai-based organization working to eradicate rabies and control the street-dog population in a humane, scientific way.
Objective: Designing a suitable ad to spread the information and create awareness about adopting and petting an 'Indian Pariah breed' among the audience
Targeted Audience: Animal Lovers of India.
Idea-1 - 'Pride of India' (Two page long copy magazine ad): Indian Pariah dogs are commonly known as 'Indie dogs' or 'Desi Kutta' are one of the most ancient dog breeds of the world and has played huge role in the mankind's history. Unfortunately these smart pooches are not treated well in India despite being smarter, healthier & low maintenance as compared to pedigree dog breeds. One must take 'Pride' adopting & petting the Indian Pariahs as their companions.
Idea-2 - 'Adopt an Indian' (Wall posters & Billboards) : Indian Pariah dogs are commonly known as 'Indie dogs' or 'Desi Kutta' are one of the most ancient dog breeds of the world and has played huge role in the mankind's history. Unfortunately these smart pooches are not treated well in India despite being smarter, healthier & low maintenance as compared to pedigree dog breeds.
Triggering an 'Indian' has always worked better when is done with an emotional & cultural values. We have suggested here that the Dog breed as a part of our culture are as important as anything that has cultural importance. So we've shown the dog wearing Indian cultural elements suggesting they are non-separable part of India.
Idea-3 '#NOBREED or No Breed (Magazine ads) : Indian Pariah dogs are commonly known as 'Indie dogs' or 'Desi Kutta' are one of the most ancient dog breeds of the world and has played huge role in the mankind's history. Unfortunately these smart pooches are not treated well in India despite being smarter, healthier & low maintenance as compared to pedigree dog breeds.
Dogs are known for their loyalty it doesn't matters which breed of the dog is, it will still remain loyal to their parents and will give the same love as any other breed would.
