WHISKAS has launched its Indian Fish Range, inspired by Rohu and Catla, as part of its strategy to expand the packaged cat food category in India.
Conceptualised by 22feet, part of Omnicom Advertising India, the campaign features Mrunal Thakur and promotes the new range, which combines locally inspired flavours with the brand's nutritional formulation.
Mrunal Thakur shares her thoughts on the campaign, "Cats have always held a very special place in my heart, and as someone who has always loved cats, I've seen first-hand how much they enjoy fish. That's what I love about the new WHISKAS® Indian Fish Range, it brings together the Rohu and Catla loved in Indian households with Whiskas’ trusted nutritional expertise to create something made especially for cats. I'm delighted to be part of a campaign that celebrates what cats naturally love while reminding pet parents to choose complete and balanced nutrition made especially for them."
According to the company, the range offers complete and balanced nutrition and includes WHISKAS' Crunchy Creamy Yummy Pockets format. The launch is aimed at encouraging cat owners to adopt nutritionally balanced packaged food in place of home-cooked diets.
Speaking about the launch, Ayesha Huda, Chief Marketing Officer, Mars Pet Nutrition, said, “Indian pet parenting is evolving rapidly, but many feeding habits are still shaped by what families have traditionally believed cats enjoy. Fish has always been a familiar and trusted choice in many Indian homes, and that insight became the starting point for this innovation. By combining the familiarity of Rohu and Catla with WHISKAS' global nutritional expertise, we've created a product that bridges instinctive feeding preferences with the complete and balanced nutrition cats truly need. This is another step in our commitment to developing locally relevant innovations that help grow the category while making it easier for pet parents to make informed feeding choices.”
Shyam Nair, Executive Creative Director, 22feet, added, “We were excited to start with something so familiar. Every region has a different name for Rohu and Catla, but the affection behind feeding it to cats is universal. The campaign celebrates that instinct while gently introducing a more complete choice.”
The campaign was introduced through teaser activations in Mumbai and Kolkata and will be supported by retail and digital marketing. The Indian Fish Range will be available through leading retail outlets and e-commerce platforms across the country.
