MUMBAI: Whiskas, a cat food brand, is launching its latest influencer campaign, ‘Switch to Whiskas – for The Tiger in Your Cat,’ aimed at educating pet parents about the unique dietary needs of their pet cats. While domestic cats may seem like affectionate and playful companions, they have tiger-like instincts, making species-appropriate nutrition essential for their well-being.
With the rise in cat ownership across India, particularly among urban Gen Z and Millennial pet parents, the campaign aims to address a crucial gap, many first-time cat owners are unaware that their pet’s nutritional needs are vastly different from those of humans or other pets like dogs. As obligate carnivores, cats require a diet rich in high-quality animal protein, taurine, and essential nutrients, which generic diets or human food typically fail to provide.
This campaign is in partnership with renowned cat lovers and influencers, Avinash Tiwary, Srishti Dixit & Uorfi Javed & starring along with the cats, Sania and Prince.
Educating India’s Growing Community of Cat Parents: India is experiencing a significant surge in cat ownership, 2with over 70% of kitten owners being first-time pet parents. However, despite this increase, India remains one of the lowest calorie conversion markets globally, with less than 10% of pet parents feeding their cats nutritionally balanced, manufactured pet food.
Salil Murthy, MD Mars Petcare India said, “The pet parenting landscape in India is evolving, but awareness about proper cat nutrition remains low. India continues to be one of the lowest pet food adoption markets in the world, 3 with less than 10% of cat parents opting for scientifically formulated pet food. This is concerning because cats, as obligate carnivores, have very specific dietary requirements that typically cannot be met by homemade food or generic diets.”
“At Mars Petcare, we bring over a century of expertise in pet food and nutrition and a deep scientific understanding of what cats and dogs need to thrive. Our globally recognised research and extensive experience enable us to formulate 100% complete and balanced nutrition, designed to support cats’ natural instincts and physiological needs. This campaign is an important step in driving awareness and empowering pet parents to make informed choices that contribute to their pet’s long-term health.”
Bringing the Message to Life: A Multi-Platform Campaign: At the heart of the campaign is a film that challenges the common misconception that Pets can be fed the same diet as their Pet Parents. The video captures everyday moments where a cat’s primal instincts emerge, reinforcing their connection to their genetics and the need for species-appropriate nutrition.
To further amplify this message, Whiskas has partnered with cat lovers and influencers, including Avinash Tiwary, Srishti Dixit, and Uorfi Javed, whose deep bonds with their pet cats lend authenticity to the campaign. Their involvement ensures that the message resonates with India’s digital-savvy, millennial pet parents.
The campaign will be activated through:
Influencer collaborations and community engagement to drive awareness and action.
Out-of-Home (OOH) advertising in key urban centers
Social media integrations across Instagram, YouTube, and quick commerce platforms
Ayesha Huda, Chief Marketing Officer Mars Pet Nutrition India, said, “For too long, cat nutrition has been misunderstood, with many pet parents unknowingly feeding their cats diet that lacks essential nutrients. Cats have unique biological and dietary needs, yet awareness about species-appropriate nutrition remains low. Through this campaign, we want to shift the mindset from simply feeding cats to truly nourishing them in alignment with their natural instincts. By bringing science-backed insights into everyday conversations and leveraging the voices of passionate cat lovers, Whiskas is committed to empowering pet parents to make informed choices that support their cat’s long-term health and well-being.”
“As a brand backed by decades of research in cat nutrition, we champion a holistic approach to cat care, ensuring every meal contributes to their vitality, agility, and happiness. This campaign reinforces our commitment to providing 100% complete and balanced nutrition, helping pet parents unlock the best version of their cat companions because inside every cat, there’s a tiger waiting to thrive.”
Creative Vision: Bringing Out the Instincts of Cats: Speaking about the creative strategy behind the campaign, Vishnu Srivatsav, National Creative Director – 22 Feet Tribal Worldwide explained, “Giving pets the same food we eat has been a deep-rooted habit and something that we needed to address as a pet food brand. But what we realised was, to make cat parents relook at their cat’s nutrition, we needed to make them relook at their cats. When we realised that cats share a significant portion of their genetics with tigers, we knew we had that ammunition. And that’s what we have tried to tell cat parents in the most compelling and provocative manner possible.”
