Zoey, an adorable and full of love Labrador, was abandoned by her former family at five months of age. Their reason was they weren’t aware of the commitment required to care for a pet. Luckily, she was rescued in the nick of time by YODA (Youth Organisation in Defence of Animals) who sheltered her temporarily. Owing to Zoey’s young age and energy levels, YODA decided to find her a foster home so she could be showered with constant TLC (True Love and Care). That’s when Zafar Rais, CEO – MindShift Interactive, came across Zoey on a Facebook post by YODA, and instantly wanted to foster her until she found a permanent haven. The workaholic that Zafar is, Zoey followed him to work where she was showered with cheer and happiness by all. The Mind Shifters (that’s what the MindShift family is called) loved having Zoey around, and she managed to charm everybody with her innocent eyes whilst turning out to be a great de-stresser for all through the chaotic life of an agency.
On hearing her need to find a forever home, the MindShifters got together and used their digital marketing expertise and influence to go all out in creating plenty of buzz amongst the pet-loving fraternity of Mumbai, in collaboration with YODA. With the content and photography team, they wrote a beautiful story and attached some photos that brought out the characteristics of the lively and loving Zoey. With posts that went out on Facebook, Twitter, Instagram and SnapChat, each MindShifter created content on their personal profiles and posted across over 30 social media groups that catered to pet lovers and adoptions. The response was phenomenal with over 1,000 interactions and over 80 shortlisted calls within five days. They also cross promoted Zoey’s need for permanent love through a widely popular hashtag, #AdoptDontShop which had an outreach of over 100,000 across social media.
People who contacted Zafar were varied in nature—there were dog breeders pretending to be dog lovers, boyfriends who wanted to surprise their girlfriends and students who were bored at the prospect of a long summer vacation. While the idea of getting a lively, beautiful and young Lab was bound to get tons of responses, most failed to have a long-term plan or weren’t part of a unanimous decision to add a family member. However, after several WhatsApp interviews, phone calls and house checks, they found the perfect family for Zoey. When Naina, her husband and her son, Vedant entered to meet Zoey, everyone knew they were all made for each other! Their love, affection and warmth seemed to match exactly what Zoey had to give back. One Friday, the MindShifters celebrated Zoey’s last day in office with a family portrait (soon to be framed at their entrance), individual selfies and constant hugs! With a heavy heart but a big smile, the MindShifters bid adieu to their beautiful bundle of joy, Zoey, as she set out to be part of a home where she could add joy and get tons of it back too, forever.
–Rucha Bhalekar, Mumbai