Mumbai: Homegrown digital pet care startup Supertails has come up with a new campaign for International Dog Day celebrated on 26 August every year. The digital campaign celebrates the little joys of dog parenthood.

Addressing people who think they may not be cut out for pet parenthood because of their perceived inability to communicate with them, Supertails used this opportunity to say that it takes only love to understand a pet. “Aaja”, “Vaa”, and “Come” all mean the same to a dog who’s being called with affection.

Commenting on the campaign launch, Supertails' co-founder, Varun Sadana said, “In the last two months, we have conducted over 2000 online vet consultations and interacted with over 5000 pet parents from across the country. This language diversity was one of the most beautiful insights we got from our interactions. The campaign highlights the diversified culture of India, and how pets bring it all together. Where else will you find a Golden Retriever who responds to Gujarati in one part of the country, and to Kannada in another!”

The campaign video is dedicated to young pet parents whose mundane days are brightened up by the presence of dogs. The brand is also launching the first edition of 'Superwag 21' to mark the occasion.