SHEBA, part of Mars Petcare, has launched its ‘IGNORED TO ADORED™’ campaign in India, introducing a behaviour-led narrative that positions feeding as a key moment in building emotional bonds between cats and their owners. The campaign features Sharvari as brand ambassador and centres on the insight that a cat’s affection is not automatic but earned over time.
Anchored in this insight, the campaign extends into the ‘7-Day IGNORED TO ADORED™ Challenge’, encouraging cat parents to adopt small, consistent actions during mealtime to strengthen their relationship with their pets. The initiative reframes feeding from a routine activity into a deliberate and meaningful ritual, aligning with evolving consumer attitudes towards pet care in India.
The campaign film uses Sharvari’s persona to illustrate this dynamic. While she is portrayed as widely admired, the narrative highlights her inability to win over her cat immediately, creating a contrast that resonates with cat owners. The storytelling reinforces the idea that affection from cats develops gradually and is rooted in trust and understanding. Through this lens, the brand integrates its product proposition into emotionally driven communication.
The campaign is part of a broader global rollout for the brand, featuring personalities such as Haley Lu Richardson in the US and Cat Burns in the UK. This localisation strategy enables the brand to maintain a consistent global platform while adapting cultural nuances for regional relevance.
The campaign draws on insights into changing pet parenting behaviours, where feeding is increasingly viewed as an expression of care and connection. The communication highlights that modern pet parents are becoming more discerning, placing greater emphasis on quality, nutrition, and emotional engagement. The product narrative is supported by Mars Petcare’s expertise, including inputs from the Waltham Centre for Pet Nutrition, reinforcing credibility.
Ayesha Huda said, “Cat parenting in India is undergoing a clear and intentional shift, with today’s pet parents becoming far more discerning about the choices they make for their cats. Feeding is no longer a routine, it reflects care, quality, and the bond they share. We are not just responding to this shift, we are actively shaping it. Built on a strong global legacy of crafting premium, high-quality recipes and deep expertise in pet nutrition, SHEBA® products are redefining what indulgent, meaningful feeding looks like for modern cat parents. With ‘the IGNORED TO ADORED™ campaign, we are bringing this evolution to life in a way that is both culturally relevant and emotionally resonant, where thoughtfully crafted mealtime experiences become a powerful expression of connection between cats and their parents.”
Sharvari added, “You can be loved by millions, but winning a cat’s approval is a completely different feeling and that is what makes this campaign so special to me. ‘IGNORED TO ADORED™’ campaign captures something every cat parent instantly understands: their affection is never automatic, and that is exactly what makes it so meaningful. I am proud to be the face of the SHEBA® brand in India, and I love how this campaign brings to life the role that care, patience, and indulgent mealtime moments can play in building a deeper bond.”
The campaign underscores SHEBA’s positioning as a premium pet food brand, highlighting its range of recipes made with selected ingredients, including fish and poultry. Its portfolio spans variants such as Maguro & Bream Flavour, Fish with Sasami Flavour, Skipjack & Salmon Flavour under the SHEBA RICH range, as well as Tuna, Pumpkin and Carrot in gravy within the Delicious gravy range.
With a focus on consistent engagement and culturally relevant storytelling, the campaign reflects a broader shift towards emotional branding in the pet care category, where everyday interactions are leveraged to build deeper consumer connections.
