A Cocker Spaniel from Bengaluru has become a social media sensation after his owner created a tongue-in-cheek LinkedIn profile portraying him as the “Top Dog” of a local pet-care startup. The playful experiment struck a chord online, sparking wide engagement and conversation about pets, startups and online culture.
Humorous profile, serious engagement
Entrepreneur Shobhit Mohanty set up the LinkedIn identity for his dog, Drogo, describing the pet in mock-professional terms that resonated with users across platforms. What began as light-hearted content quickly gained traction, with members of the LinkedIn community sharing the profile and responding with amusement and affection.
“Shadow ban” quip amplifies reach
When Mohanty noticed a sudden dip in reach and engagement, he joked that LinkedIn had “shadow-banned” Drogo. The remark — a playful nod to common concerns about algorithmic visibility — amplified the post’s reach and prompted further discussion, with many users appreciating the humour rather than treating it as a complaint.
From pet to brand ambassador
Drogo is more than a viral moment: he is closely associated with Mohanty’s Bengaluru-based pet-care education startup. The platform offers expert-led guidance to dog owners on training, behaviour, health and nutrition, addressing a perceived gap in accessible, trustworthy pet-care information as pet adoption rises in Indian cities.
Mohanty says the venture grew out of his own experiences as a pet parent and the challenge of finding reliable resources for new dog owners. Over time, Drogo naturally became the face of the initiative, embodying the platform’s emphasis on care, warmth and community support.
Building a community of pet parents
The startup has developed an engaged community primarily through messaging groups where members exchange advice and learn from professionals as well as fellow owners. Thousands of pet parents participate daily, seeking help on specific behavioural issues, health concerns and nutrition — reflecting a growing appetite for collective, community-driven learning.
Mohanty maintains that such peer-and-expert networks are crucial to responsible pet ownership and that the enthusiastic response indicates Indian pet parents are keen for structured guidance and reliable support systems.
Reflecting changes in urban pet culture
Drogo’s LinkedIn cameo underscores a broader shift in how pets are perceived across India’s urban and startup scenes. Pet-friendly workplaces, honorary office titles for companion animals and the normalization of pets as family members point to changing workplace cultures that value emotional well‑being alongside productivity.
Examples of dogs being called “Chief Happiness Officer” or serving as office companions are increasingly common in startups, demonstrating how founders and employers are integrating pets into everyday organisational life.
A playful moment with real effects
Although the “shadow-ban” joke was made in jest, the episode generated constructive attention for pet-care awareness and the importance of responsible ownership. It also illustrated how humour and authenticity can help startups build rapport and reach audiences in unexpected ways.
Drogo’s brief corporate stardom was playful but consequential: in a professional space often dominated by CVs and accomplishments, the viral pet offered a reminder that humanising elements can make networking platforms more engaging and approachable.
