The Pedigree brand in India, from Mars Petcare, has introduced an AI-powered ‘Pawsome Playlist’, a digital initiative designed to create a calm and comforting environment for pets during Diwali.
Developed with insights from veterinarian Dr. Jasleen Kaur, the playlist features AI-generated music built on soothing frequencies that influence canine behaviour. The compositions, available on YouTube, aim to reduce pet anxiety caused by loud festive sounds.
Watch the video here:
“At Mars Petcare, we understand that pets do more than keep us company — they help us feel calm, connected, and cared for. This insight was reinforced through our global partnership with Calm, where 88% of Indian pet parents shared that their pets help reduce anxiety. This festive season, with ‘Pawsome Playlist’ we decided to give back to our pets and bring them the same sense of calm and comfort they bring to us every day”, said Ayesha Huda, Chief Marketing Officer, Mars Petcare India.
Adding to this, Dr. Jasleen Kaur shared, “Music is a powerful tool in shaping animal behaviour. My partnership with the PEDIGREE brand in India to create an AI-driven playlist that helps keep dogs calm during Diwali is truly exciting. It’s great to see technology being harnessed to improve pet wellbeing and enhance the pet-human bond in such a natural and intuitive way.”
Shyam Nair, Executive Creative Director, 22feet Tribal Worldwide, added, “Since music is the heart of every festive season house party, we decided to use it to help pets. Each AI-crafted track was science-backed to calm pets, while its name like ‘Sugar? No Please.’ or ‘Wait for Wags.’ nudged everyone to care better. It’s empathy, set to a beat.”
Through this campaign, Pedigree India furthers Mars Petcare’s global vision of creating ‘A Better World for Pets’, using technology and creativity to enhance the lives of pets and their families.
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