HYDERABAD : In a strategic move to redefine canine nutrition in India, Mars Incorporated has launched a digital-first campaign for its flagship brand, PEDIGREE®, featuring Indian cricket star and dedicated pet parent Jemimah Rodrigues. The collaboration aims to bridge the gap between taste and health, positioning wet (gravy) dog food as a premier, everyday meal choice for the country’s rapidly expanding community of pet owners.
A Performance-Driven Partnership:
Jemimah Rodrigues, known for her high-energy performance on the cricket field, brings a relatable voice to the campaign. As a “pet parent” herself, she emphasizes that proper nutrition is just as vital for domestic pets as it is for elite athletes. The campaign highlights that a single serving of PEDIGREE® Gravy offers the protein equivalent of eight chicken livers, providing a 100% complete and balanced meal when fed as recommended.
Addressing the Nutritional Gap:
The initiative addresses a common trend in Indian households: a heavy reliance on home-cooked meals that may lack essential vitamins and minerals required by dogs.
Ayesha Huda, Chief Marketing Officer at Mars Pet Nutrition India, noted that while pet parenting styles are evolving, there is still a significant need for education regarding scientifically formulated food. “With PEDIGREE® Gravy, we bring together irresistible taste and complete, balanced nutrition, making better feeding choices simpler and more relatable,” Huda stated.
Science Meets Flavor:
Backed by research from the Waltham Petcare Science Institute, the brand seeks to make balanced nutrition intuitive. The campaign utilizes cricket-themed digital films to showcase the joyful bond between pets and their owners, illustrating how a simple meal upgrade can enhance a pet’s daily routine.
Reflecting on her personal experience, Rodrigues shared, “What I love about PEDIGREE® Gravy is that my pet, Jade, genuinely enjoys it, and I have the peace of mind knowing it provides complete nutrition.”