Mumbai: MARS Petcare has announced the launch of its latest digital-first campaign for the PEDIGREE® brand in India. Featuring Bollywood actor and devoted pet parent Bhumi Pednekar, the campaign shines a spotlight on the brand’s gravy range—repositioning it not just as food, but as a love language between pet parents and their furry companions.
Titled “I Pouch You”, the campaign creatively captures the emotional connect and daily moments of care that define pet parenting today. Through playful and heartwarming visuals, Bhumi is seen bonding with her dog Beau, turning the act of feeding into a cherished routine filled with affection. The campaign includes engaging content such as the main film and a fun interactive video where Bhumi and Beau play “Who’s More Likely To?”, highlighting their dynamic relationship.
The PEDIGREE® gravy range is designed to deliver 100% complete and balanced nutrition, formulated with high-quality ingredients like real chicken, calcium, Omega 6, zinc, and dietary fiber. In addition to meeting nutritional requirements, the wet format offers added health benefits including improved hydration, easier digestion, and enhanced palatability for picky eaters.
Ayesha Huda, Chief Marketing Officer, MARS Petcare India, emphasized the emotional and functional duality of the campaign, “We launched this campaign to celebrate the unconditional love between pets and their parents and to highlight the PEDIGREE® gravy’s range as a meaningful expression of that love through complete and balanced nutrition. Our gravy not only offers delicious taste but also supports better hydration, improved digestion, and overall well-being for dogs.”
She added, “Recent surveys indicate that over 60% of Gen Z and millennial pet parents in India view their pets as family and are actively seeking better nutrition options. Many are realizing that home-cooked food alone may not meet the specific nutritional needs of dogs, particularly concerning calorie conversion and complete nourishment. With Bhumi as a partner for the campaign we’re connecting emotionally while also educating pet parents on how simple choices like incorporating gravy food can significantly enhance their pet’s health. This initiative is not just about growing our brand—it’s about advancing the category by making nutrition more accessible, relatable, and heartfelt.”
As pet parenting in India continues to evolve, there is a growing awareness of the need for nutritionally complete diets tailored specifically to dogs’ needs. The PEDIGREE® brand aims to bridge this knowledge gap while emotionally engaging pet parents through innovative storytelling and category leadership.
Bhumi Pednekar, expressing her excitement about the collaboration, shared, “My partnership with the PEDIGREE® brand in India is a natural extension of the deep love I have for my pet. PEDIGREE® is a legacy brand committed to delivering 100% complete and balanced nutrition, an intention I wholeheartedly support. Our campaign celebrates the special bond we share with our pets and highlights how we can express our love in a sweet and playful way. I couldn’t help but say ‘I love you’ to both Pedigree and my pet in the same breath. PEDIGREE®’s wet food range is the perfect choice for my pet because it meets its nutritional needs and has an irresistible taste.”
Produced by Kulfi Collective, the campaign is not limited to digital platforms. It includes interactive installations in dog-friendly parks, regional influencer tie-ups, and community engagement initiatives, ensuring the message resonates across diverse pet-loving households in India.
