PEDIGREE® has unveiled a heartwarming new campaign in India, fronted by actress Bhumi Pednekar, that repositions pet nutrition as a heartfelt expression of love. Centred on the PEDIGREE® gravy range, the campaign aims to educate pet parents on the benefits of complete and balanced meals while appealing to the emotional bond between pets and their families.
The PEDIGREE® gravy range is crafted to offer 100% complete and balanced nutrition, ensuring dogs receive the right proportions of proteins, fats, carbohydrates, vitamins, and minerals in every serving. Notably, its wet format brings added benefits often overlooked—hydration, palatability, and digestive ease.
Suitable for both puppies and adult dogs, the gravy is made with real chicken and enriched with high-quality protein, calcium, dietary fibre, Omega 6, and Zinc—nutrients that support overall well-being and vitality.
Ayesha Huda, Chief Marketing Officer, MARS Petcare India, shared the brand’s vision behind the initiative, “We launched this campaign to celebrate the unconditional love between pets and their parents and to highlight the PEDIGREE® gravy’s range as a meaningful expression of that love through complete and balanced nutrition. Our gravy not only offers delicious taste but also supports better hydration, improved digestion, and overall well-being for dogs.”
She added, “Recent surveys indicate that over 60% of Gen Z and millennial pet parents in India view their pets as family and are actively seeking better nutrition options. Many are realising that home-cooked food alone may not meet the specific nutritional needs of dogs, particularly concerning calorie conversion and complete nourishment. With Bhumi as a partner for the campaign we’re connecting emotionally while also educating pet parents on how simple choices like incorporating gravy food can significantly enhance their pet’s health. This initiative is not just about growing our brand—it’s about advancing the category by making nutrition more accessible, relatable, and heartfelt.”
As pet ownership in India evolves, with pets increasingly seen as family members, there is growing emphasis on nutrition that goes beyond love and care to also meet scientific standards of health.
Bhumi Pednekar expressed her alignment with the brand’s mission, stating, “My partnership with the PEDIGREE® brand in India is a natural extension of the deep love I have for my pet. PEDIGREE® is a legacy brand committed to delivering 100% complete and balanced nutrition, an intention I wholeheartedly support. Our campaign celebrates the special bond we share with our pets and highlights how we can express our love in a sweet and playful way. I couldn’t help but say ‘I love you’ to both Pedigree and my pet in the same breath. PEDIGREE®’s wet food range is the perfect choice for my pet because it meets its nutritional needs and has an irresistible taste.”
Produced by creative agency Kulfi Collective, the campaign—titled ‘I Pouch You’—extends beyond digital platforms with interactive installations in dog-friendly parks and influencer partnerships across regional markets. The initiative effectively marries emotional storytelling with practical product education, reinforcing the message that feeding better isn’t just a routine—it’s an act of love.
