Bowlers, the affordable premium dog nutrition brand from Allana Pet Solutions, has introduced Bowlers Champion, a new range positioned for healthy and active dogs. The launch is fronted by cricketer Shubman Gill and marks a strategic expansion into performance-oriented pet nutrition.
Champion debuts as a dedicated sub-brand focused on supporting dogs during phases when they feel low on energy or require additional nutritional reinforcement. Developed as well-balanced, science-backed, vet-approved nutrition, the range is formulated to help maintain stamina, muscle strength and overall vitality. The proposition aligns with a growing consumer focus on functional benefits within everyday pet care.
Packaging plays a central role in the brand’s visual identity. Inspired by the Indian cricket jersey, the design reflects resilience, confidence and competitive spirit, reinforcing the performance narrative. At the same time, the range remains financially accessible for pet parents seeking quality nutrition, maintaining Bowlers’ affordable premium positioning.
The launch is supported by a high-impact digital film featuring Gill. The creative draws a parallel between elite athletic preparation and canine readiness, translating the discipline of professional sport into the context of pet care. Built on the codes of mainstream sports advertising, the campaign features structured training environments and disciplined performance sequences, positioning nutrition as a key enabler of endurance and agility.
By adopting familiar tropes from sports marketing, the brand situates Bowlers Champion within a high-performance framework more commonly associated with human athletes. The storytelling approach elevates pet nutrition beyond routine feeding, reframing it as a foundation for strength and sustained energy. The campaign film, titled ‘The future of champions starts here! Introducing Champion by Bowlers Pet Food’, underscores this ambition.
Mr Manish Bandlish, managing director, Allana Consumer Products Ltd., said, "At Allana Pet Solutions, our focus was to introduce a purpose-led range that addresses real lifestyle needs. Many pet parents notice shifts in their dogs’ activity levels and look for dependable nutritional solutions. Champion was created to offer scientifically developed, vet-validated support while staying within affordable reach. It reflects our long-term commitment to strengthening everyday pet care across India."
The endorsement by Gill is central to the brand’s positioning strategy. By associating with a high-performing and widely recognised sports figure, APS signals credibility, discipline and aspiration. The choice of ambassador aligns with the campaign’s performance narrative while broadening appeal among younger, digitally engaged consumers.
Through Bowlers Champion, APS is making a calculated move into performance pet nutrition, combining functional product claims, sports-inspired branding and digital-first storytelling. The campaign positions the sub-brand as an accessible yet aspirational choice within India’s evolving pet care market, leveraging celebrity influence and category-specific insights to drive differentiation.
