PetStar Launches ‘Picture 10 Lakh Ki’ Campaign to Bridge Digital Engagement and Offline Pet Stores

Mankind’s pet food brand PetStar has launched its ‘Picture 10 Lakh* Ki’ campaign, an initiative designed to engage pet parents by connecting digital participation with offline pet retail stores. Featuring its PetStar Alpha products, the campaign encourages consumers to visit participating pet stores and take part in a contest.

The campaign follows an online-to-offline approach, using digital platforms to drive consumer visits to physical retail outlets. Through the initiative, PetStar aims to support the pet store ecosystem by encouraging store visits and strengthening engagement between pet brands, retailers and pet parents.

How to Participate in the ‘Picture 10 Lakh* Ki’ Campaign

As part of the campaign, pet parents are invited to visit participating pet stores, capture a selfie or create a reel featuring their pets and a PetStar Alpha pack, and share their entries on Instagram by tagging @petstar.in.

Participants stand a chance to win gadgets, including smartphones and smartwatches, with an aggregate advertised prize value of ₹10 lakh. Winners are announced weekly, with close to 50 winners recognised in each round.

Commenting on the campaign, Dr Piyush Prashant, Head – Mankind Petcare Pvt Ltd., said, “The pet care industry has a strong retail foundation, with pet stores playing an important role in connecting brands with pet parents. Through ‘Picture 10 Lakh* Ki’, we have adopted an approach that uses digital platforms to encourage consumers to engage with offline pet stores. The idea is to create a direct connection between online participation and retail visits, while supporting the pet store ecosystem. The response to the campaign has been encouraging, with participation increasing over the course of the initiative. We believe such initiatives can help create stronger engagement between pet brands, retailers and pet parents.”

Campaign Finale Extended Following Participation

The campaign has received an encouraging response, with entries increasing over the recent weekend. In view of the higher participation, PetStar has extended the contest finale, giving pet parents additional time to participate.

Through ‘Picture 10 Lakh* Ki’, PetStar is exploring ways to integrate digital consumer engagement with traditional retail channels while bringing pet parents and local pet stores together through a common platform.