Mars' new campaign shifts narrative from emotional feeding to informed feeding
Pedigree
and
Whiskas
brands on raising awareness about the specific nutritional needs of dogs and cats. The message is simple and universal: pets may be family, but their nutrition requirements are biologically different.
In the Pedigree brand film, a pet parent realises that dogs respond to their own natural instincts, especially around food. The Whiskas brand film captures a quiet bonding moment where the pet parent comes to understand that while we treat cats as part of the family, their nutritional needs are uniquely their own.
The campaign has been created by BBDO India and BBDO Guerrero, respectively.
The campaign is supported by a recent survey conducted among Indian veterinarians, which captured observations on what pets are being fed and the impact this has on their health.
According to the findings, nutrition gaps are widespread among pets fed home prepared diets. Most vets recommend complete and balanced
packaged pet food
as a safer and more consistent option. Many vets report visible improvements in digestion, energy, and coat health when pet parents transition to packaged pet food.
Salil Murthy, managing director,
Mars Petcare
India, said, 'Our campaign is helping pet parents bring the two together and shift the narrative from
emotional feeding
to
informed feeding
. As market leaders, we believe it is our responsibility to educate pet parents on what feeding right truly means and counter the common misconceptions regarding
pet nutrition
.'
Ayesha Huda, chief marketing officer, Mars Petcare India, said, 'India needs a step change in how we think about pet nutrition. Despite rising pet ownership and growing affection towards pets, over 90 per cent of Indian pet parents still feed home-cooked food—unaware that it lacks all the essential nutrients pets need to live a healthy, happy life. It is time to shift from emotional feeding to evidence-based care. Backed by Mars 90 years of global nutritional expertise in pet care, the Pedigree and Whiskas brands ensure complete and balanced nutrition when fed as recommended.'
The campaign will be visible across pet stores, ecommerce platforms, social media, digital platforms, veterinary clinics, retail environments and the distribution network of Mars. It invites Indian pet parents to reflect on what goes into the bowl — and whether it truly reflects what their pet needs, to lead a healthier life.
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The Mars Five Principles--Quality, Responsibility, Mutuality, Efficiency and Freedom--inspire our 150,000 Associates to act every day to help create a better world for people, pets and the planet.
