How Supertails’ campaign ‘A rainbow logo won’t change that’ sparked retrospection in an unconventional way

Brand introduction-
Supertails.com is a first-of-its-kind platform that supports the ever-increasing pet parent community by providing trustworthy veterinary care and a one-stop solution for pet food and supplies. Supertails.com is differentiated by its unique proposition of being a fully digital tele-health consultation service made available through a team of highly experienced in-house veterinarians. With doorstep delivery service
available across the country, the brand aims to bring the pet parents closer to the largest assortment of pet supplies from India and across the globe.

Problem statement/Brief given by the brand/client:
As a responsible organization, Supertails firmly believes in identifying the root cause of the problem to build conversations. This belief is reflected in how Supertails took up the narrative around this year’s Pride Month. The pet-care start-up addressed the entire community’s struggle in an unconventional way- snackable edits of a thought-starter campaign that instead of rainbow washing their logo, they conducted a question-answer internal session to spark retrospection and resultantly lead to change.

Objectives

The campaign with a simple and explanatory tagline, ‘A Rainbow Logo Won’t Change That’ was conceptualized by Supertails to initiate a conversation within the team, so that the brand starts building diversity & inclusivity brick by brick so that it becomes a culture and not just buzzwords. And this culture will then eventually reflect on informed decisions being made at the marketplace and create a ripple effect that will eventually echo the efforts of bringing about change.

Plan of execution
In order to bring out the irrationality of the questions that the queer community is often faced with Supertails took an interesting route of subverting the questions and asking them to cis-het employees. For eg: “When did you come out as straight and are your parents comfortable with it?”. Through this, the ridiculity of what is considered ‘normal’ and ‘abnormal’ was emphasised and it also encouraged
understanding how identity-questioning can impact mental health and other aspects of life.

Execution/Approach
A thought campaign that came out in the form of 3 reels focused on 3 main themes- Why asking for the correct pronoun is necessary to go past the hetero normative domain, How ‘coming out’ as a question be derogatory and How identifying as any gender is not someone else’s concern. These questions were
subverted because its also proves that when these conversations are normalized, the burden of explaining shouldn’t just lie with the Queer community. The campaign also was kickstarted at the end of June- to address the elephant in the room, the need to live Pride 365 days of the year. An interactive workshop was designed by the renowned Queer Rights Activist, Priyank Asha Sukanand with the help of experimental questions to engage with understandings of effective allyship, the history of Pride and its continuing struggle and how Supertails can contribute in this year-long. And a final compilation that stitches the what, why & how of the campaign.

Results
It is heartening to see a brand not chase metric or look to make a big splash but really, to set the stage of doing, thinking & learning how to live Pride 365 days a year. The subverted questions along with the workshop was an ice-breaker into essential conversations that get missed out.

Talking about the campaign, Varun Sadana, Co-founder of Supertails comments, “As a pet company, it would have been easy to stay off this conversation and wash our logo with some colors. But we built Supertails to do better. And we cannot do that by being compliant to the norm- so we opened up our platform for asking questions, albeit with a twist.” And really we have to be better humans so that we can become better pet parents.”