WHISKAS®, a leading cat food brand in India, has launched its new Indian Fish Range, introducing what it describes as the country’s first locally inspired cat food innovation featuring Rohu and Catla fish. The new range combines the brand’s signature Crunchy Creamy Yummy Pockets™ with formulations developed to provide 100 per cent complete and balanced nutrition for cats. Conceptualised by 22feet, part of Omnicom Advertising India, the campaign features Bollywood actor and cat lover Mrunal Thakur, highlighting the shift from home-cooked feeding to scientifically formulated pet nutrition. The company said the product addresses a common feeding practice in Indian households, where fish is frequently offered to cats but may not provide all essential nutrients required for their health.
Speaking on the launch, Ayesha Huda, Chief Marketing Officer, Mars Pet Nutrition, said the innovation blends the familiarity of Rohu and Catla with WHISKAS’ global nutritional expertise to help pet owners make informed feeding choices while supporting the growth of India’s pet nutrition category. Shyam Nair, Executive Creative Director at 22feet, said the campaign celebrates India’s shared tradition of feeding fish to cats while introducing a nutritionally complete alternative. Mrunal Thakur said she was pleased to support a campaign that combines flavours familiar to Indian households with balanced nutrition designed specifically for cats.
In Kolkata, the launch carries particular significance as fish remains deeply embedded in the city’s food culture, making it a strategic market for the Indian Fish Range. WHISKAS also rolled out a teaser campaign titled “Catch of the Year” at prominent sea-facing locations in Kolkata before unveiling life-sized product packs, reflecting the brand’s effort to connect with local consumer preferences. The Indian Fish Range will be available through leading retail outlets and e-commerce platforms across the country.