~ Mars Pet Nutrition’s PEDIGREE puts KL Rahul and his dog on digestive health — and launches belly-shaped kibble for adult dogs ~
Mumbai, September 2026: PEDIGREE, from Mars Pet Nutrition India, has launched Healthy Belly — a complete and balanced food for adult dogs built around digestive care and put cricketer KL Rahul and his dog at the centre of the campaign film.
The creative leans into an unglamorous pet-parent truth: when a dogs tummy is off, every other worry shrinks. Bowel habits become the entry point, then the film points parents toward nutrition as a everyday fix rather than a panic moment.
Science meets the number two
Healthy Belly mixes pumpkin, sweet potato, chicken, egg, prebiotics and fibres. The brand also claims India’s first belly-shaped kibble — a visual gag that doubles as a product cue. An internal PEDIGREE study found 26% of pet parents feeding home-cooked meals reported digestive issues in their dogs. A dedicated microsite backs the launch with education on canine gut health.
Ayesha Huda, chief marketing officer, Mars Pet Nutrition India, said the brief started with that home-cooked gap. “Our insight is that digestive health is an important concern for Indian pet parents, particularly among those relying on home-cooked meals. We therefore looked at how nutrition science could help us create a bespoke solution for everyday feeding. We choose ingredients with known belly friendly impact such as pumpkin and sweet potato, highly digestible proteins from chicken and egg, and prebiotics to support healthy digestion and good gut bacteria. As the brand that helped build the pet-food category in India, we want to continue advancing it through science-backed innovation that responds to the changing needs of pets and their parents.”
Rahul, his dog, and 22feet
Rahul framed the endorsement like training: watch the signals, feed for performance. “Anyone who lives with a dog knows how closely you pay attention to their health and everyday behaviour. Digestive health is an important part of their overall wellbeing, and nutrition can play a significant role in supporting it. As an athlete, I understand how much the right nutrition matters to energy, health and performance. PEDIGREE® Healthy Belly makes it easier for pet parents to understand and support this important aspect of their dog’s wellbeing.”
Shyam Nair, executive creative director at 22feet (Omnicom Advertising India), put the insight in one line. PEDIGREE Healthy Belly is built on one honest pet-parent truth, you may have a hundred worries, but your dog’s number two is always number one. From chewed-up shoes to muddy furniture, raising a dog comes with its share of challenges. But the moment their tummy seems off, every other worry pales in comparison. The campaign turns this familiar, slightly unglamorous reality into a playful reminder that a healthy dog begins with a healthy belly.”
In a category that once sold bowls and loyalty, PEDIGREE is selling gut literacy — with a cricketer, a beagle, and a bag of science-shaped kibble doing the talking.
