Your Daily Dose of Ad World Buzz
Latest
✦Dentsu Creative Isobar Elevates Christopher Baretto to Creative Director✦Mars Petcare India's 'Feed Them Like Cats and Dogs' Takes On Home-Cooked Pet Diets✦What Happens in the Room Before a Big Brand Pitch✦Mercedes-Benz India Becomes Title Partner of the Indian Padel Tour✦Havas Posts 2.5% H1 Growth as India Offsets an APAC Decline✦FNP's Rakhi Brand Film Is Made Entirely With AI, No Physical Shoot✦Godrej Consumer Products Launches Bloq, Backs 500 Pink E-Rickshaws for Women Drivers✦InMobi Appoints Four Banks for a $1 Billion IPO✦Vikrant Vohra Takes Charge as President and CEO of Sapphire Foods' KFC Business✦How Indian Brands Are Using Culture as a Media Plan✦The Difference Between Viral Content and Brand-Building Content✦The Story of Swati Bhattacharya, the Voice That Changed How India Talks About Women✦Dentsu Creative Isobar Elevates Christopher Baretto to Creative Director✦Mars Petcare India's 'Feed Them Like Cats and Dogs' Takes On Home-Cooked Pet Diets✦What Happens in the Room Before a Big Brand Pitch✦Mercedes-Benz India Becomes Title Partner of the Indian Padel Tour✦Havas Posts 2.5% H1 Growth as India Offsets an APAC Decline✦FNP's Rakhi Brand Film Is Made Entirely With AI, No Physical Shoot✦Godrej Consumer Products Launches Bloq, Backs 500 Pink E-Rickshaws for Women Drivers✦InMobi Appoints Four Banks for a $1 Billion IPO✦Vikrant Vohra Takes Charge as President and CEO of Sapphire Foods' KFC Business✦How Indian Brands Are Using Culture as a Media Plan✦The Difference Between Viral Content and Brand-Building Content✦The Story of Swati Bhattacharya, the Voice That Changed How India Talks About Women
Campaigns

Mars Petcare India's 'Feed Them Like Cats and Dogs' Takes On Home-Cooked Pet Diets

Ad Tribe! Bureau1 min read
A frame from Mars Petcare India's 'Feed Them Like Cats and Dogs' campaign film

Mars Petcare India has launched 'Feed Them Like Cats and Dogs', an awareness campaign for its Pedigree and Whiskas brands, developed by BBDO India and BBDO Guerrero. The campaign highlights the risks of home-cooked food for pets and promotes scientifically formulated pet food, citing a survey of Indian veterinarians which found 9 in 10 pets are fed nutritionally imbalanced diets.

  • Advertiser: Mars Petcare India
  • Brands: Pedigree and Whiskas
  • Campaign: 'Feed Them Like Cats and Dogs'
  • Agencies: BBDO India and BBDO Guerrero
  • Central claim: 9 in 10 pets fed nutritionally imbalanced diets, per a survey of Indian veterinarians

Arguing Against a Habit, Not a Competitor

The campaign's opponent is not a rival brand but a widespread household practice, feeding pets home-cooked food, which is the harder and more interesting marketing problem. In India, cooking for a pet reads as an act of care rather than neglect, so the campaign has to reframe that behaviour without implying owners have been failing their animals, a tonal line the title itself walks by turning "fed like cats and dogs" from an insult into the intended instruction.

Leaning on Veterinarians for Permission to Make the Claim

Anchoring the argument in a survey of Indian veterinarians rather than the brand's own nutritional messaging borrows third-party authority for a claim that would otherwise sound self-serving coming from a pet-food manufacturer. Running the idea across both Pedigree and Whiskas simultaneously also treats the message as category education rather than brand preference, which makes sense when the commercial goal is moving owners into packaged pet food at all before competing for which pack they choose.

More on Ad Tribe Campaigns.

#BBDO India#Mars Petcare Feed Them Like Cats and Dogs#Pedigree and Whiskas India#Pet Nutrition Awareness India