Royal Canin India has launched a new 360-degree campaign, conceptualised by 22feet, part of Omnicom Advertising India, to raise awareness about the importance of precise nutrition for puppies and kittens during their early stages of life.
The campaign encourages pet parents to look beyond traditional home-cooked meals and adopt informed feeding practices. According to the company, packaged pet food adoption in India remains below 15%, with most puppies and kittens still being fed home-cooked meals such as chicken and rice, rotis and boiled vegetables. The campaign is built around the message, "Love is the #1 ingredient, but your puppy or kitten needs 35+ nutrients more. 95% of home-cooked meals are nutritionally insufficient."
As part of the initiative, Royal Canin has partnered with veterinarians through its Pediatric Vet Care Programme, encouraging new pet parents to schedule early veterinary visits for guidance on nutrition, growth and preventive healthcare. The programme also includes a free vet visit for new pet parents in Mumbai.
Commenting on the campaign, Satinder Singh, Managing Director, Royal Canin India, said, “Every pet owner wants to give their puppy or kitten the best possible care, and that journey begins with love. Through this campaign, we want to help pet owners understand that while home-cooked meals reflect care and affection, pets also need precise nutrition to support health needs throughout pets’ lifetime, especially at the start of life. Our goal is to provide quality life to pets through awareness, education and guidance from veterinary experts.”
Prateek Sayal, Marketing Director, Royal Canin India, added, “Pet Food category in India is an 800M USD market but packaged food adoption is only <15%, and driving this calorie conversion is not just a marketing job or company job; but an ecosystem job. With this first-of-its-kind 360-degree campaign, we want to help pet owners understand that pets need precise nutrition to support heath needs throughout their lifetime. Pet food category communication in India currently is highly functional with low emotional resonance with pet parents and with this new communication, we are trying to find the right balance between functional education and emotional connect.”
Shyam Nair, Executive Creative Director, 22feet, said, “Pet parents will do anything for their pets, and almost every choice they make comes from a place of love. But love can sometimes create blind spots. While it will always be the most important ingredient in a pet’s life, their health also depends on the right balance of essential nutrients. Through this campaign, we want to encourage pet parents to look beyond good intentions, question familiar habits and make more informed choices for their pets’ long-term health and well-being.”
The campaign is being amplified through pet-parent creators, short-form content, community initiatives, veterinarian-led education and interactive workshops aimed at helping pet owners make informed nutrition choices for their pets.
