The new campaign, encouraging pet parents to try Pedigree for 6 weeks in order to see visible differences in their dog’s health, aims to reach 30 million people with the initiative
INDIA, March 15, 2023 – MARS Petcare, the world’s leading pet food company, has announced the launch of a brand-new advertising campaign for Pedigree India. The Pedigree 6 Weeks campaign promises a visible difference in dogs’ digestive system, skin & coat, muscles, bones, and natural defence within just 6 weeks of consuming Pedigree as compared to feeding home-cooked food. It also reinforces awareness about optimal and best suited nutrition for pets and drives home the message that what is good for humans is not good enough for pets. The campaign highlights the company’s commitment to bring nutritious, balanced & complete pet food for dogs, that is carefully formulated to fit their unique dietary needs.
The creative partner of the campaign, BBDO India, brings to life Pedigree’s key mission to educate pet parents on complete and balanced nutrition for dogs. The TV & digital film shows a young teenager coming back home after 6 weeks and being pleasantly surprised to see visible differences in his dog’s health and coat after his mom switched to meals with Pedigree. In a bold initiative, Pedigree, the world’s No.1 dog food brand, addresses the benefits of research-based complete and balanced pet food over homemade meals.
Over and above the film, MARS Petcare in conjunction with their digital partner, Jack in The Box Worldwide are taking a data driven approach to ensure that audiences not only know about the visible difference they can see in 6 Weeks, but have them see it for themselves, through the one-of-a-kind #Pedigree6WeekChallenge. The challenge is aimed at getting dog parents to first sample, then buy a 6-week supply of Pedigree Dry Food, and finally support them through the six-week journey as they see their beloved pups become the best versions of themselves.
In India, we are seeing a shift in pet parents’ preference in choosing pre-packaged food as they are nutritionally balanced and customized for needs of the pets. Home-cooked meals, if not formulated by a qualified veterinary nutritionist, may be deficient in essential nutrients and optimal balance that may prove to be inadequate in the long run, resulting in health issues for pets. Pedigree is spearheading this change by spreading awareness and delivering delicious, well-balanced meals offering complete nutritional value.
Salil Murthy, Managing Director, Petcare at MARS International India Ltd said, “At MARS Petcare, we follow international food standards for nutritionally balanced diets for pets. Mars is committed to using high-quality ingredients that provide complete and balanced nutrition for pets, making them healthier and fit for a happy, long life. With the #Pedigree6WeekChallenge, we are confident that pet parents will see the difference a nutritionally balanced diet makes to their dogs. Pet food designed for optimal nutrition for dogs also provides convenience and is a value for money option in busy lives of pet parents. Bringing best international research and products that enhance lives of pets and pet parents is not just a business for us, but is part of our organizational purpose of creating a better world for pets.”
Commenting on the campaign, Nikhil Mahajan, Chief Growth Officer, BBDO India remarked, “Diet and nutrition for dogs is one area full of opinions and myths and Pedigree has been consistently innovating and communicating about what’s good for Dogs to ensure their holistic growth. We want pet parents to notice the difference when their pooch switches to Pedigree and the 6 weeks challenge was a simple and an effective way to make the point. We hope to help pet parents navigate through the dilemmas they face when it comes to choosing the right nutrition for their furry buddies.”
Adding to that Krishna Mani, CCO Delhi said “Working on the Pedigree film was a delightful experience. Rocky was a superstar, delivering great takes and yet having the energy to play with us afterwards. Overall, the shoot felt more like a day of play than of work.”
To further boost engagement and awareness around the challenge, MARS Petcare has also collaborated with elite influencers who are also well-known pet parents – the likes of Yuzvendra and Dhanashree Chahal, and Alaya F.
