Whiskas’ #BringHomeCuriosity makes an appeal for cat adoption

MARS Petcare’s cat food brand Whiskas has launched a digital advertising campaign to promote the adoption of cats as pets.

 

Whiskas aims to create awareness around cat needs and care through its ‘Feed Their Curiosity’ philosophy. Through this campaign, named #BringHomeCuriosity the brand encourages people to give cats a loving home.

 

The 34-second film, conceptualised by MX Player, shows a busy working professional who spots a cute kitten at her window. She feeds the nervous kitten a packet of Whiskas cat food, thus highlighting the beginning of a beautiful friendship.

 

Ganesh Ramani, general manager, MARS Petcare, said, “Cats, which were not the preferred choice as pets, are gaining popularity. Now, more than ever, people are turning to them as a source of comfort and companionship during these unprecedented times. While cat adoption has been growing fast in India, we are seeing an increasing trend of pet parents looking for the best nutrition and care for their little companions. Also, there are still so many homeless kittens out there. MARS Petcare understands this and, through our brand, Whiskas, wants to champion the cause of cat adoption.”

 

Vivek Jain, COO, MX Player, added, “MX Player is committed to providing brands and advertisers custom-made solutions that drive multiple objectives – be it furthering reach, tapping into new and emerging audience bases or providing seamless brand integration opportunities. At the heart of this ad film is great storytelling, which we believe makes for impactful branded content. It is sure to strike a chord with viewers.”

 

The campaign will stream on MX Player and on Whiskas’ YouTube channel.