PEDIGREE has launched a new digital-first campaign in India in collaboration with Jemimah Rodrigues, aimed at repositioning wet dog food as a complete, everyday nutrition option. Developed by Mars Incorporated, the campaign focuses on shifting pet parent behaviour towards more balanced, science-led feeding practices without compromising on taste.
The campaign is rooted in evolving pet parenting trends, where consumers are increasingly seeking informed, nutrition-driven choices for their pets. PEDIGREE Gravy is positioned as a solution that combines taste with functional benefits, offering 100% complete and balanced nutrition when fed as recommended, and delivering protein equivalent to eight chicken livers.
Jemimah Rodrigues, who is also a pet parent, fronts the campaign as both a sports personality and a relatable voice for modern pet owners. Her association is intended to bridge performance-led thinking with everyday pet care decisions, reinforcing the importance of proper nutrition.
The campaign is brought to life through cricket-themed digital films featuring Rodrigues, capturing interactions between pets and their owners. These films highlight everyday feeding moments, positioning PEDIGREE Gravy as a product that enhances both nutrition and emotional connection. The storytelling approach integrates sport and daily life, making the messaging more accessible and culturally relevant.
PEDIGREE Gravy’s positioning is supported by research from the Waltham Petcare Science Institute, reflecting Mars Pet Nutrition’s focus on scientific credibility in product communication. The brand has played a key role in developing the wet food category in India, aligning global research with local feeding habits to make balanced nutrition more intuitive for consumers.
Ayesha Huda, chief marketing officer at Mars Pet Nutrition India, said, “As the pioneers, Mars Pet Nutrition has contributed significantly towards creating the gravy category in India. Backed by decades of research from the Waltham Petcare Science Institute, we have helped shape the understanding of wet food as a complete nutritional option that aligns with familiar feeding habits. She added, “While pet parent intent is evolving, there remains a gap in everyday feeding practices, especially with over-reliance on home-cooked food that may not meet pets’ nutritional needs. With PEDIGREE Gravy, we bring together irresistible taste and complete, balanced nutrition, making better feeding choices simpler, more relatable, and part of everyday routines.”
Jemimah Rodrigues said, "As a pet parent, I’ve always believed that caring for your pet goes beyond just feeding; it’s about knowing what’s right for them. Like in cricket, where the right nutrition fuels performance, I’ve realised the same applies to our pets. What I love about PEDIGREE Gravy is that my pet Jade genuinely enjoys it, and at the same time, I know it provides complete nutrition. This campaign reflects those simple, everyday moments that matter to pet parents."
The campaign reflects a category-building approach, focusing on education alongside engagement. By positioning wet food as an everyday solution rather than an occasional supplement, the brand aims to address gaps in feeding practices and encourage behavioural change.
The digital-first strategy allows the campaign to reach a growing base of urban pet parents, while the use of cricket as a thematic device enhances relatability and recall. The integration of scientific messaging with lifestyle storytelling reflects a broader trend in pet care marketing, where credibility and emotional connection are combined.
This campaign is part of Mars’ ongoing efforts to expand the wet food category in India and strengthen awareness around scientifically formulated pet nutrition. By leveraging a known sports personality and focusing on everyday usage occasions, PEDIGREE aims to drive both adoption and long-term behaviour change among pet parents.
