Bark Out Loud has unveiled a new campaign for its ‘Thrive’ pet food range, titled #ThriveSharedJourney, in collaboration with Huma Qureshi.
The campaign marks a shift in positioning, reframing pet wellbeing from a routine responsibility to a shared journey between pets and their owners. It draws on the insight that while modern pet parents are increasingly mindful about their own growth and lifestyle choices, their pets’ development is often treated as a passive or maintenance-driven process.
At the core of the campaign is the idea that “thriving” is an active, shared experience rather than something that happens by default. The narrative emphasises that growth is not about constant proximity, but about moving forward together.
Speaking on the launch, Kunal Khanna, CEO of Bark Out Loud by Vivaldis, said, “With Thrive, we wanted to move the conversation beyond just product features. Pet parents today love their pets deeply, but there is still a gap when it comes to everyday nutrition awareness. #ThriveSharedJourney is our way of building a more responsible culture of feeding, where thriving becomes a shared commitment between the pet and the parent. Huma brings authenticity to this thought because she genuinely lives it.”
Speaking about the campaign, Devika Khanna, Business Head of Bark Out Loud by Vivaldis, said, “The daily pet food category in India has largely been driven by habit and availability. Thrive has been created to bridge that gap with clean, thoughtfully developed recipes that support digestion and overall wellbeing. Partnering with Huma allows us to tell this story in a way that feels real and relatable. She represents a generation of pet parents who want to do better, not just feel better.”
Qureshi, a pet parent herself, features as the face of the campaign, representing the brand’s belief that a pet’s wellbeing is shaped by consistent, conscious choices. The initiative is designed as a long-term platform rather than a one-off launch, with plans spanning digital films, creator-led content and community-driven storytelling.
Through #ThriveSharedJourney, Bark Out Loud aims to encourage a behavioural shift among Indian consumers, positioning pet nutrition as a daily, deliberate choice that directly impacts a pet’s quality of life.
