Upper Crust, a premium lifestyle magazine in India conducted 'Dog A'fair', India's biggest dog carnival which saw participation of thousands of dogs and elite pet lovers.

We decided to use this opportunity to communicate to dog lovers that for Pedigree, dogs matter the most. All we did was tied a VIP Rosette around every dog that entered the venue.

So, dogs were the VIPs in the venue, and not humans. After all, we're for dogs.

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