Mumbai: In a bid to strengthen its presence in the fast-growing pet care category, Godrej Consumer Products Limited (GCPL) has launched a new TVC campaign for Godrej Ninja, its scientifically formulated dog food brand, with a powerful message: a healthy gut leads to fewer sick days and more joyful moments for pets and their families.
Pet care is rapidly emerging as a high-growth segment in India, with the market estimated at ₹6,000 crore—of which ₹5,000 crore is attributed to pet food. Recognizing that 70% of a dog’s immunity lies in the gut, GCPL’s pet care arm, Godrej Pet Care, is focusing on gut health as a core aspect of canine well-being.
The newly launched TVC in Tamil Nadu, conceptualized by Godrej Creative Lab, marks the first major push for Godrej Ninja in regional markets. The campaign aims to educate pet parents on the vital role of nutrition in strengthening immunity and reducing vet visits due to gastrointestinal issues—currently accounting for nearly 30% of all vet appointments.
“Pet care is one of India’s fastest-growing consumer segments, driven by increasing awareness, evolving lifestyles, and the deep emotional connection between families and their pets. At Godrej Pet Care, we created Godrej Ninja by harnessing the collective strengths of the Godrej Industries Group—bringing together expertise in R&D, consumer insight, and brand building. While Ninja is currently available only in Tamil Nadu, this campaign marks the start of our journey to spotlight the vital link between gut health and stronger immunity in dogs. Our storytelling blends scientific credibility with emotional warmth—and of course, celebrates the irresistible charm of our furry companions,” said Chirag Aga, Head of Marketing, Godrej Pet Care.
The TVC seamlessly blends emotional storytelling with scientific messaging, using a cinematic vernacular script and a family-centric narrative to build trust in the brand. The tagline “More Gut Power, Less Sick Days” encapsulates the product’s value proposition—reinforcing the dual promise of love and nourishment.
“Godrej Ninja is designed to support dogs’ gut health, which is crucial in boosting their immunity. We wanted communication to reflect our expertise in pet nutrition, but without sounding overly clinical. That’s where the idea of the Dog-Doctor came in—a playful character with human hands to bridge scientific credibility with warmth and charm. The Dog-Doctor champions the idea that every dog deserves a healthy gut, and that’s exactly what Godrej Ninja delivers,” said Shalini Avadhani and Gaurav Kumar, Lead Creative Strategists at Godrej Consumer Products Ltd.
Godrej Ninja is made and tested in India, using only freshly sourced ingredients to ensure the highest quality standards. The brand’s scientifically developed 3P formula – Probiotics, Prebiotics, and Polyphenols – is crafted in collaboration with veterinary specialists and includes 37 precisely balanced nutrients. It is enriched with Vitamins, Omega-3 Fatty Acids, Phytonutrients, and more to promote complete and balanced nutrition for improved gut health and immunity.
The product meets or exceeds nutritional standards set by India, the US, and the EU. With its official rollout in Tamil Nadu, Godrej Ninja is positioning itself as a trusted, homegrown solution for pet parents who prioritize both science and care in their pet’s diet.
