Godrej Pet Care, a subsidiary of Godrej Consumer Products Limited (GCPL), has launched a new TVC for Godrej Ninja, built around the proposition ‘Super Gut Health for Super Dog’.
Conceptualised by Godrej Creative Lab, GCPL’s in-house creative studio, the film uses a superhero narrative to demonstrate the role of nutrition in supporting dogs’ energy and active lifestyles.
Set during a busy school morning, the film follows a mother who realises that her son has left his tiffin behind after his school bus departs. The family dog picks up the bag and sets off after the bus, navigating cars, walls and other obstacles before catching up and delivering the tiffin to the child.
The film uses the dog’s chase to illustrate the product’s focus on gut health, while introducing Godrej Ninja’s 3P proposition of Probiotics, Prebiotics and Polyphenols.
Chirag Aga, Chief Marketing Officer, Godrej Pet Care, said, “At Godrej Pet Care, we believe good nutrition plays an important role in helping dogs live healthier, more active lives. Godrej Ninja’s 3P proposition combines Probiotics, Prebiotics, and Polyphenols, reflects our innovation-focused culture through which we aim to improve gut health and immunity. With the new TVC built around the theme of ‘Super Gut Health for Super Dog’, we wanted to turn this product truth into a simple, memorable idea that celebrates the extraordinary energy and spirit of dogs. The campaign brings together nutrition, care and the everyday moments that make the bond between dogs and their families so special.”
Shalini Avadhani and Gaurav Kumar, Lead Creative Strategists, Creative Lab, Godrej Consumer Products Ltd, said, “Pet dogs will go to extraordinary lengths for the people they love — that instinct was the starting point for this film. We found this behaviour to be a fantastic springboard for a superhero story, turning an everyday act of caring into a larger-than-life adventure. The red cape, the leaps and the against-all-odds chase helped bring that idea to life. The thought was to show the energy first and then reveal what powers it. That’s how we arrived at ‘Super Gut Health for Super Dog’ — celebrating the dog’s spirit while bringing Ninja’s brand truth into the story.”
Godrej Ninja is a dry dog food made and tested in India, with its formulation built around the 3Ps of Probiotics, Prebiotics and Polyphenols. The product contains 37 balanced nutrients, along with vitamins, Omega-3 fatty acids and phytonutrients, and is developed in collaboration with veterinary specialists.
The product has been tested with dogs across a range of breeds and is stated by the company to meet or exceed Indian, US and EU standards and guidelines.
