Wiggles’s ‘SheIsABitch’ campaign reclaims the word ‘Bitch’ on Women’s Day

India’s first holistic preventive pet care brand Wiggles, curated by vets for your pets continues to empower pet parents like never before. Celebrating women for their choices and taking the brand’s communication a step forward, Wiggles.in launches a digital campaign ‘#SheIsABitch’ with a deeper and introspective thought ahead of International Women’s Day.
#SheIsABitch’ is a User Generated Content (UGC) driven campaign that invites women parenting female dogs aka bitches to participate and be a part of a change that changes the lens that women are viewed and judged from.
With a provocative and hard-hitting concept and narrative, #SheIsABitch not just raises eyebrows, but also works towards creating the impact it desires. Being demanding, bossy, or choosy often leads to a woman being labelled as a ‘bitch.’
The campaign hence challenges the stereotype in which a woman is perceived when she decides to stand by her actions, takes bold decisions, makes a choice for herself and even prioritizes herself before anyone else.
With a UGC strategy, the campaign invites women with female dogs to celebrate themselves for all the times that they have been tagged a ‘bitch’ with a black & white post. Wiggles.in wants people to realize that there should be no negative connotation attached to the word ‘bitch’ as it first belongs to our furry females.


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image-Anushka-Iyer-Chief-Executive-Officer-Founder-Wiggles-and-Sixth-Sense-Retail-Pvt.-Ltd-mediabrief.jpgAnushka Iyer, Founder and CEO, Wiggles, said, “We are excited about the response we have received for the campaign so far and believe that #SheIsABitch has the potential to change the manner in which women get labelled the world over.

“Being a woman founder, I have realized that the only way forward is to be head-strong, resilient and change what needs to be changed without fear.

“Our campaign celebrates women for who they really are and reclaims the word ‘bitch’ for female dogs. The word ‘bitch’ is used more often out of context and in a degrading manner reducing the respect that we women deserve. While our campaign celebrates women, it also gives our female dogs their undue respect,” Iyer said.

Conceptualized and executed in-house by Team Wiggles, the campaign #SheIsABitch is live across social media platforms as well as the Wiggles.in pet parent community called Wiggles Tribe on Facebook. The UGC campaign received participation from over 500 women within 10 hours of its outreach and will continue to be live throughout March.

If you are a pet mommy to a female dog(s) specifically, and if you would like to be a part of this revolutionary campaign, upload the cutest black & white picture of the two of you together, on your Instagram handle, use the hashtag #SheIsABitch and tag us on our Instagram @wiggles.india on 8th March – on International Women’s Day.