PEDIGREE has launched a new digital-first campaign in India featuring Indian cricketer Jemimah Rodrigues to promote its gravy-based dog food range as a complete everyday meal for pets. The campaign, announced by Mars Incorporated on April 25, focuses on encouraging pet parents to shift towards nutrition-led feeding choices for dogs. The campaign highlights PEDIGREE Gravy as a balanced meal option backed by research from the Waltham Petcare Science Institute. According to the company, the product offers complete nutrition and contains protein equivalent to eight chicken livers when fed as recommended. The campaign films use cricket-themed storytelling to showcase the bond between pets and their owners during daily feeding moments.
Ayesha Huda, Chief Marketing Officer of Mars Pet Nutrition India, said the company aims to address the growing dependence on home-cooked meals for pets, which may not always meet nutritional requirements. She added that the brand is working to make scientifically formulated pet food more accessible and relatable for Indian households. Rodrigues, who is also a pet parent, said the campaign reflects the importance of proper nutrition for pets, comparing it to the role nutrition plays in sports performance.
In Kolkata, the growing urban pet care segment is witnessing increasing demand for premium and scientifically formulated pet food products. Industry observers say rising pet adoption and awareness among younger pet parents in Kolkata are driving demand for convenient wet food options, making the city an important market for brands expanding in the pet nutrition category.