Mumbai: WHISKAS, a cat food brand, today unveiled its all-new Indian Fish Range, inspired by Rohu and Catla, India’s most loved and widely consumed fish varieties. Combining the taste of locally relevant fish varieties with WHISKAS’ nutritional expertise featuring WHISKAS Crunchy Creamy Yummy Pockets, the new range delivers 100% complete and balanced nutrition in a format designed specifically for cats; a category-first innovation making that nutrition more relevant for Indian pet parents. The campaign features Bollywood actor and cat lover Mrunal Thakur, whose personal experience with cats brings credibility and authenticity to the campaign, making her a natural voice for introducing WHISKAS®’ first-of-its-kind Indian Fish Range.
Rooted in the insight that fish holds a special place in Indian households and is among the most often fed food items to cats, the new WHISKAS® campaign celebrates a shared cultural truth: while Rohu and Catla are known by different names across India, the love for them is universal. Yet that instinct rarely adds up to complete nutrition on its own. Home-cooked fish, however well-intentioned, cannot consistently deliver the balanced protein, vitamins and minerals cats need every day. This is precisely the gap WHISKAS® set out to close: taking a food pet parents already trust and turning it into 100% complete and balanced nutrition, giving India’s fast-growing base of first-time cat parents a credible, science-backed reason to move from home-cooked feeding to manufactured pet food. Featuring Mrunal Thakur, the film brings this idea to life through a playful multilingual narrative, showing how WHISKAS® transforms an everyday instinct into a nutritionally complete choice for cats.
The campaign was introduced through a large-scale teaser activation at iconic sea-facing locations in Mumbai and Kolkata, paying homage to the cities’ deep-rooted association with fish. Featuring an intriguing tagline, ‘Catch of the Year’, the installation sparked curiosity among passersby before culminating in the dramatic reveal of life-sized WHISKAS® Indian Fish Range packs. The activation set the stage for the campaign, celebrating locally inspired innovation in a memorable and engaging way.
Thakur said, “Cats have always held a very special place in my heart, and as someone who has always loved cats, I’ve seen first-hand how much they enjoy fish. That’s what I love about the new WHISKAS® Indian Fish Range, it brings together the Rohu and Catla loved in Indian households with Whiskas’ trusted nutritional expertise to create something made especially for cats. I’m delighted to be part of a campaign that celebrates what cats naturally love while reminding pet parents to choose complete and balanced nutrition made especially for them.”
Trusted by millions of pet parents worldwide, WHISKAS® has been helping cats thrive for decades through recipes developed by veterinarians and nutritionists. Building on this legacy, the new Indian Fish Range reflects WHISKAS’ commitment to making nutrition more relevant for Indian pet parents.
Speaking about the launch, Ayesha Huda, CMO, Mars Pet Nutrition, said, “Indian pet parenting is evolving rapidly, but many feeding habits are still shaped by what families have traditionally believed cats enjoy. Fish has always been a familiar and trusted choice in many Indian homes, and that insight became the starting point for this innovation. By combining the familiarity of Rohu and Catla with WHISKAS’ global nutritional expertise, we’ve created a product that bridges instinctive feeding preferences with the complete and balanced nutrition cats truly need. This is another step in our commitment to developing locally relevant innovations that help grow the category while making it easier for pet parents to make informed feeding choices.”
More than just a product launch, the innovation reflects WHISKAS® cat food’s broader focus on insight-led category expansion in India, building products and experiences rooted in real feeding behaviors, cultural relevance, and evolving pet parenting needs. By tapping into familiar ingredients and local consumption patterns, the brand aims to create newer pathways for cat parents to transition towards balanced packaged nutrition.
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