New Delhi: Nestlé Purina India has launched “Gravy-tational Pull”, a digital-first campaign for FELIX®, built around the irresistible appeal of its FELIX® Gravy Lover range and the playful behaviour of cats around food they love.
The campaign draws on a familiar insight among cat parents — when something is truly irresistible, cats have a way of making it impossible to ignore. Built around the idea of an invisible force pulling cats towards their favourite gravy, “Gravy-tational Pull” uses humour and relatable storytelling to showcase the curious and mischievous personalities of cats.
The campaign is designed around everyday situations in which cats seemingly disappear, only to turn up exactly where something delicious awaits them. Through creator-led content and digital storytelling, FELIX® aims to tap into the popularity of cat-centric internet culture while strengthening its engagement with India’s growing community of cat parents.
Commenting on the campaign, Pallavi Anand, Head, Nestlé Purina PetCare India, said, “At FELIX®, we believe cats will do anything for FELIX®, and ‘Gravy-tational Pull’ is our latest expression of that brand idea. The campaign creatively blends AI-generated storytelling with the internet’s enduring fascination for cat memes, partnering with some of India’s most-loved cat meme pages and creators to tell a story that’s entertaining, relatable and native to digital culture. It reflects FELIX’s playful personality while celebrating the irresistible bond between cats and the food they love.”
The campaign combines AI-generated storytelling with partnerships involving cat meme pages and creators, positioning FELIX® within the broader digital culture around pet content and online communities. The strategy also reflects the brand’s focus on creating culturally relevant content that resonates with younger, digitally engaged pet-parent audiences.
FELIX® Gravy Lover is positioned as a product that delivers a gravy experience for cats while providing 100% complete and balanced nutrition. With the latest campaign, Nestlé Purina India is looking to deepen its connection with cat parents through entertainment-led communication centred on the relationship between cats, their food preferences and their owners.
“Gravy-tational Pull” further builds on FELIX®’s playful brand positioning, using a mix of creator partnerships, AI-led storytelling and internet-native humour to highlight the distinctive bond between cats and their human companions.
View this post on Instagram
