Mars Pet Nutrition India has launched a digital-first campaign for PEDIGREE® Gravy, featuring Jemimah Rodrigues, as it looks to strengthen the positioning of wet dog food as a daily feeding option.
The campaign focuses on promoting wet (gravy) dog food as a complete, everyday meal, reflecting evolving pet parenting practices and a growing focus on nutrition-led feeding. Pedigree Gravy is positioned as offering 100% complete and balanced nutrition, when fed as recommended, with protein equivalent to eight chicken livers.
The initiative is supported by cricket-themed films featuring Rodrigues, capturing everyday interactions between pets and their owners, while highlighting the product’s role in daily feeding routines.
According to the company, Pedigree Gravy is backed by research from the Waltham Petcare Science Institute and is part of its broader efforts to strengthen the wet food category in India. The brand aims to integrate global nutritional research with formats aligned to local feeding habits.
Ayesha Huda, Chief Marketing Officer, Mars Pet Nutrition India, said, “As the pioneers, Mars Pet Nutrition has contributed significantly towards creating the gravy category in India. Backed by decades of research from the Waltham Petcare Science Institute, we have helped shape the understanding of wet food as a complete nutritional option that aligns with familiar feeding habits. She added, “While pet parent intent is evolving, there remains a gap in everyday feeding practices, especially with over-reliance on home-cooked food that may not meet pets’ nutritional needs. With Pedigree Gravy, we bring together irresistible taste and complete, balanced nutrition, making better feeding choices simpler, more relatable, and part of everyday routines.”
Jemimah Rodrigues said, "As a pet parent, I’ve always believed that caring for your pet goes beyond just feeding; it’s about knowing what’s right for them. Like in cricket, where the right nutrition fuels performance, I’ve realised the same applies to our pets. What I love about Pedigree Gravy is that my pet Jade genuinely enjoys it, and at the same time, I know it provides complete nutrition. This campaign reflects those simple, everyday moments that matter to pet parents."
The campaign is part of Mars’ broader efforts to build awareness of wet dog food as a daily feeding option and drive category growth in India.
