The pet care aisle is suddenly having its moment in the marketing sun. Once a relatively quiet corner of the FMCG universe, the pet food and care industry has burst forth with a flurry of campaigns, celebrity endorsements, and emotionally charged storytelling. From Bollywood A-listers feeding furry companions to rap anthems about the bond between humans and their four-legged friends, pet brands in India are no longer whispering. The shift is unmistakable. In just the past month, India’s pet care scene has seen a blitz of high-decibel campaigns that span emotional narratives, cause-led initiatives, digital-first strategies, and influencer-driven endorsements. At the heart of it lies a single insight: pets are no longer just animals, they are family. And brands are tapping into that elevated status with more finesse and emotion than ever before. In doing so, they are turning pet parenting into a cultural conversation, not just a commercial one.
Leading this new wave is Mars Petcare, which has gone all-in with its twin juggernauts—Pedigree and Sheba. Pedigree has released not one, but two emotionally resonant campaigns featuring Kriti Sanon and Bhumi Pednekar. While Kriti’s appearance brought star power to the message, it was Bhumi’s digital-first campaign that tugged at heartstrings, highlighting Pedigree gravy as a 'language of love' between dogs and their humans. Sheba, Mars’ cat food brand, wasn’t far behind.
“We acknowledge where pets are concerned, addressing the emotional bond that pet parents share central to behaviour change. Recent work across our portfolio reflects this intent. The Pedigree campaign featuring Bhumi Pednekar and Kriti Sanon celebrates the emotional bond between pet and parent, positioning food as a language of love. The move toward pet-first narrative is a deliberate and strategic one that reflects the way pet parenting is evolving in India. Pets are no longer on the sidelines, they’re at the front and center of people’s lives. At Mars Petcare, our storytelling reflects this new reality by putting pets—visually and emotionally—at the centre of every narrative,” says Ayesha Huda, Chief Marketing Officer - Petcare, MARS International India Ltd.
Its recent campaign, 'All They Want Is SHEBA,' features Sharvari in a tender portrayal of the often underestimated emotional richness of cat parenting. Meanwhile, Whiskas roped in Sanya Malhotra to extend the theme, creating a throughline across brands that celebrates love, trust, and nourishment.
“The WHISKAS 'No Fuss Just WHISKAS' campaign with Sanya Malhotra addresses the everyday mealtime challenge of feeding fussy cats, using humour and relatability to introduce WHISKAS wet food as both tasty and nutritious. SHEBA’s indulgent storytelling with Sharvari taps into the emotional joy of pampering, elevating everyday routines into moments of connection. We’ve also evolved our content formats. The Pawsome Parents series is the first of its kind in the category, featuring content creators who are also pet parents. Their unscripted stories ranging from feeding struggles to moments of companionship are designed to build trust through shared experience, not scripted endorsements,” explains Ayesha.
She further adds that across every touchpoint, their media strategy is full-funnel and insight-led digital-first, influencer-driven, and supported by out-of-home and retail presence. This integrated, differentiated approach ensures that both emotional connection and category education are delivered with credibility and consistency. That’s how the company remains both culturally relevant and scientifically trusted.
Zigly brought rhythm to the mix with its '#NoCompromise' campaign. Centered on pet grooming and care, the initiative encourages pet parents to invest in hygiene and well-being without cutting corners. But it’s the brand’s rap anthem, 'Tujhme Basti Meri Jaan,' that elevates its presence from informational to emotional. A first-of-its-kind musical tribute, the song underscores the joy and love pets bring into our lives—delivered with a beat that resonates with a younger, urban audience.
“Pet care is a high-emotion category, but decision-making is driven by trust, clarity, and value. That’s why the strongest campaigns blend emotional depth with product relevance, without becoming transactional. Every narrative must serve a dual purpose: build brand affinity and equip the consumer to make better choices. It’s not storytelling for its own sake—it’s storytelling that leads to informed action. Empathy opens the door, but education earns loyalty. The focus on pet-led storytelling is a deliberate response to how consumers are evolving. Today’s pet parents don’t just want to be sold to, they want their relationship with their pets reflected, respected, and celebrated,” says Ravi Sharma, Senior Manager, Brand & Marketing, Zigly.
Ravi adds that putting pets at the center makes the communication feel authentic, relatable, and emotionally rich. It’s about reflecting lived experiences, not constructing artificial ones. This shift builds deeper engagement and long-term brand relevance in a way that feels natural and emotionally intelligent. Pets aren’t an add-on to the story; they are the story.
Supertails took a different but equally poignant route. To mark its fourth anniversary, the brand launched the “Feed a Streetie” initiative, combining celebration with community. This campaign focuses on feeding street dogs and is built around partnerships with local pet feeders already doing the work on the ground. It’s CSR with heart and authenticity, aligning the brand with animal welfare while making customers feel like participants in a larger mission.
“Pet parenting is deeply personal, so our storytelling often taps into the everyday moments of love, concern, and joy that pet parents experience. But within those stories, we embed product education, whether it’s highlighting the importance of preventive care through a heartfelt vet consultation story, or showing how a smart feeder supports a working pet parent’s routine. At Supertails, we approach this balance by grounding everything in the real needs of today’s pet parents. Awareness comes from being present in the right moments whether that’s a first-time adoption or an unprecedented health scare.At Supertails, we have always believed that the real stars of pet care are the pets themselves. Featuring them as the heart of our storytelling isn’t just a creative choice, it reflects how Indian consumers are evolving in their relationship with animals. Pets are no longer seen as just animals at home; they’re family, companions, and emotional anchors,” says Vineet Khanna, Co-Founder, Supertails.
Then there’s Allana Group, which is orchestrating a multi-brand pet care symphony with Bowlers, Purrfeto, and Nutrimax. With the playful "Cattitude" campaign urging owners to unwind with their feline companions and Nutrimax spotlighting the importance of affordability and nutrition, Allana’s strategy blends emotional connection with practical value. Their campaigns aim to capture both the heart and the wallet, a smart move in an increasingly competitive category.
“In pet care, emotion is where the conversation starts—but it can’t end there. For our brands Bowlers and Purrfeto, we tap into the love people have for their pets because that connection is real and powerful. But it’s equally important to move beyond just the sentiment and give pet parents clear, honest information about what goes into our products. We simply use relatable stories and visuals of happy, healthy pets to build trust—but we also make sure to back it up with facts. That means expert content, nutritional breakdowns, and transparency about ingredients. It’s about telling stories that matter, while helping consumers understand why our food is not just comforting, but genuinely better for their pets,” says Chidambaram PL, Director Sales & Marketing, Allana Pet Food.
He adds, “We have worked with celebrities in the past and will continue to do so—but with a more discerning lens. Going forward, we’ll be collaborating with individuals who genuinely share a bond with their pets and can authentically reflect the emotional truth of our brand. It’s not about visibility for the sake of it; it’s about resonance. When a public figure is also a pet parent, the message feels personal—and that’s when it truly connects. By putting pets at the centre of our campaigns, we’re not just being more relatable—we’re being more honest. The stories that resonate today are the ones that reflect real, everyday moments: the look in your dog’s eyes when you open their favourite treat, or the small rituals that define the bond between pets and their people.”
So what’s behind this sudden surge in pet brand storytelling? A few powerful undercurrents. The pet care industry in India is booming, driven by rising pet adoption, premiumisation of pet products, and the millennial push toward treating animals as equal family members. Add to that the content-hungry, socially aware Indian consumer, and you have a fertile ground for brand narratives that are emotionally intelligent and visually compelling. The pandemic was a turning point, accelerating pet adoptions and embedding deeper emotional ties between people and their pets—something brands are now artfully reflecting in their campaigns.
“The surge in advertising by pet care brands signals a bigger shift in how India relates to pets. At Supertails, we are seeing clear trends where more people are bringing pets home due to changing lifestyles and delayed parenthood. Younger pet parents are actively seeking better healthcare and preventive solutions and there is a noticeable rise in emotional involvement with growing spends on grooming, accessories, and wellness. The category has moved from being functional to becoming deeply personal. That’s why brands are focusing on visibility to build trust, encourage repeat behaviour, and stay top of mind,” says Vineet.
Chidambaram also highlights, “A growing culture of “pet parenting” is redefining consumer behavior, with pets increasingly seen as family members. This emotional shift is fueling demand for premium, health-oriented products and services. Rising disposable incomes, urban lifestyles, and heightened awareness around pet wellness are accelerating the trend. As the sector formalizes and competition intensifies—especially with the rise of e-commerce—brands are investing heavily in advertising to build trust, capture attention, and gain market share in a rapidly expanding landscape.”
As brands continue to humanize their furry protagonists, pet parents will increasingly find themselves at the emotional center of campaigns, not just as consumers, but as characters in stories that mirror their own daily joys and rituals. It’s no longer just about selling kibble, it’s about feeding a culture.
