New Delhi: WHISKAS, a cat food brand and a global pioneer in packaged cat nutrition, has unveiled a new campaign spotlighting the sensorial delight of WHISKAS® dry food with POCKETS™. The initiative reinforces the brand’s focus on catering to cats’ natural inclination for texture-led food experiences.
WHISKAS® dry food with POCKETS™ combines a crunchy outer shell with a soft, creamy centre, delivering a bite experience designed around cats’ instinctive preferences. Unique to WHISKAS® dry food, POCKETS™ are positioned as a defining feature of the brand’s sensorial mealtime offering.
The newly launched brand film adopts an ASMR-inspired approach to bring alive the sensory joy of a cat’s mealtime ritual. Highlighting the distinct ‘CRUNCH’ and ‘LICK’ moments that culminate in a contented ‘PURR’—a universal sign of feline satisfaction—the film places both the pet and pet parent at the heart of the narrative. The campaign aims to elevate everyday feeding into a moment of shared delight, driven by taste and texture.
Speaking on the launch, Ayesha Huda, Chief Marketing Officer, Mars Petcare India, said, “Mars brings 90s years legacy of pet food. We understand that Cats are physiologically very different, and hence the drivers of enjoyment during feeding are very unique to cats e.g. textural variety and crunch are much more important for cats. The pockets in WHISKAS® are designed to deliver this elevated sensorial experience to cats. WHISKAS®, being our flagship cat food brand, has always had POCKETS™, and our campaign is an effort to celebrate the quality of our food”
Katie Griffiths, Global Brand VP, WHISKAS, added, “At WHISKAS®, everything we do begins with understanding cats, their instincts, their preferences, and the way they experience food. This campaign is inspired by that insight, celebrating the textures, tastes, and sensorial delights that make everyday feeding more enjoyable, while continuing to deliver complete and balanced nutrition that cats need. It reflects our broader commitment to advancing cat nutrition through meaningful, pet-centred innovation, and to supporting a new generation of cat parents who are increasingly seeking both quality and enjoyment in what they feed their pets.”
Commenting on the creative approach, Krishna Mani, CCO, BBDO Delhi, said, “WHISKAS® With POCKETS™ brings together an irresistible contrast of textures: a satisfying crunch on the outside with a creamy, indulgent center that cats love from the very first bite.” He also added, “Through this campaign, we wanted to celebrate the emotion of cat parenthood. The true reward isn’t just in serving a meal. It’s in hearing that unmistakable, contented purr. That soft rumble is the ultimate seal of approval, a moment that tells every cat parent they’ve chosen something their feline friend genuinely loves.”
WHISKAS is a global leader in packaged cat food, developed by nutritionists and veterinarians at WALTHAM, a leading authority on pet nutrition. Rooted in a deep understanding of pet parents’ evolving needs, the brand continues to focus on delivering nutritionally complete and delicious food options tailored for cats, while expanding access for Indian pet households.
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