Pashionable People

These nine photogenic former street pooches and their caring owners have been chosen as the faces of the new ‘Pashionable People’ campaign of ‘Embark,’ the ODEL fashion brand dedicated to the cause of community animals.

The campaign was launched in October to mark World Animal Day 2010.

The nine winners and their adopted street dogs were invited for a photo shoot from which images will be used for the final phase of the ‘Pashionable People’ campaign. The main objective of the campaign is to drive home the message that passion towards owning a street dog is the fashionable thing to do.  Salon Capello supported the event by providing discounts for hair and make-up.

Chloe, Darlin, Ginger, Rosie, Shifii, Tashini, Bambi, Dingo and Snoopy are the nine former street dogs now enjoying a pampered life with owners Yanik, Shani, Nicole, Kaushi, Hashini, Gayan, Shalindri, Nilushi  and John, who were adjudged winners of the Embark Pashionable People contest.

Besides becoming the stars of the new campaign, each of them won gift vouchers worth Rs 5000 to purchase Embark items.

A specially-designed limited edition of merchandise under the ‘Pashionable People’ theme was launched along with the campaign in October to mark this special event.   

The range now available for sale at all ODEL outlets includes a limited collection of T shirts, caps, books and hand bags.

Launched in March 2007 to improve the wellbeing of community animals and reduce the population of street dogs through multi-faceted initiatives, Embark also cares for injured stray dogs and educates the public about the importance of animal welfare. Since its inception, the programme has sterilized 4,286 strays, re-homed more than 200 puppies and treated many injured animals.