Mumbai: This Diwali, a dog food brand PEDIGREE®, from Mars Petcare, has introduced an innovative digital initiative — the AI-powered ‘Pawsome Playlist’, a first-of-its-kind musical experience designed to bring calm and comfort to dogs during the festive season.
Recognising that loud noises and fireworks can cause stress and anxiety in pets, the ‘Pawsome Playlist’ uses AI-generated tracks with soothing rhythms scientifically designed to relax dogs. Created with insights from veterinarian Dr. Jasleen Kaur, the playlist leverages calming sound frequencies known to positively impact canine behaviour, offering pet parents an easy way to ensure a stress-free Diwali for their furry companions.
Ayesha Huda, Chief Marketing Officer, Mars Petcare India, said, “At Mars Petcare, we understand that pets do more than keep us company — they help us feel calm, connected, and cared for. This insight was reinforced through our global partnership with Calm, where 88% of Indian pet parents shared that their pets help reduce anxiety. This festive season, with ‘Pawsome Playlist’ we decided to give back to our pets and bring them the same sense of calm and comfort they bring to us every day.”
Dr. Jasleen Kaur added, “Music is a powerful tool in shaping animal behaviour. My partnership with the PEDIGREE brand in India to create an AI-driven playlist that helps keep dogs calm during Diwali is truly exciting. It’s great to see technology being harnessed to improve pet wellbeing and enhance the pet-human bond in such a natural and intuitive way.”
Shyam Nair, Executive Creative Director, 22feet Tribal Worldwide, said, “Since music is the heart of every festive season house party, we decided to use it to help pets. Each AI-crafted track was science-backed to calm pets, while its name like ‘Sugar? No Please.’ or ‘Wait for Wags.’ nudged everyone to care better. It’s empathy, set to a beat.”
Through this initiative, the PEDIGREE® brand reinforces its mission to create a better world for pets, seamlessly blending technology, science, and empathy to enhance the emotional wellbeing of dogs and their families.
Credits:
Creative: Shyam Nair, Devika D Bakshi, Jyotsna Miskeen, Abhignaa Jagirdar, Anima Dwivedi, Saloni Agarwal, Rajat Bhandari, Sai Vibhuti Chauhan, Pranav Gupte, Sahil Agarwal
Business: Shikha Davessar, Malavika C, Yesha Shah, Swastik Chadha, Ayush Ray
Production: Reshmi Ghosh, Anmol Sheth
Strategy: Aloki Shah, Rachita Goel, Sanchari Chakrabarty
Finance: Ajay Gupta, Tapas Baral, Ajinkya Kanchavade
