Mars Petcare tackles pet nutrition myths in India through a science-driven campaign.

Mars Petcare India has launched an impactful new campaign, ‘Feed Them Like Cats and Dogs,’ to address widespread misconceptions surrounding pet nutrition in India. The initiative educates pet parents on the importance of scientifically balanced nutrition, shifting focus from emotionally driven home-cooked meals that dominate feeding habits.

Tackling Nutrition Myths with Science-Based Solutions

The heart of the campaign revolves around a stark message: pets deserve scientifically formulated nutrition for their well-being. Mars Petcare, behind trusted brands like Pedigree, Whiskas, and Sheba, acknowledges that home-cooked meals, though filled with love, may lack the proper nutrient balance for pets’ optimal health.

Mars Petcare’s recent research with over 500 veterinarians found that nine out of ten pets in India face nutritional challenges, and 88% of home-cooked meals lack proper pet nutrition. Ayesha Huda, CMO of Mars Petcare India, says home-cooked food often causes nutritional imbalances that harm pets’ health.

The Campaign Focuses on Educational Insights

The ‘Feed Them Like Cats and Dogs’ campaign highlights that scientifically formulated pet food provides nutrients home-cooked meals lack. Dogs need 2.5 times more calcium than humans, but home-cooked diets often fulfill only 5% of their calcium needs.
Premium pet food like Pedigree fills the nutrient gap in home-cooked food, ensuring pets get the balanced nutrition they deserve.

Engaging with the Younger Demographics

Mars Petcare targets younger pet parents, particularly Gen Z and millennials, adopting pets and seeking informed care.
A large portion of the marketing budget is dedicated to digital platforms, including Google search, Instagram, and influencer partnerships. Mars Petcare collaborates with celebrities Bhumi Pednekar, Kriti Sanon, and Sanya Malhotra to reach a broad, tech-savvy audience.

Adapting to India’s Price Sensitivity

Mars Petcare’s diverse product range caters to different price points, addressing India’s price sensitivity. The brand offers Sheba and Pedigree Pro for high-end consumers and Kitty Cat for budget-conscious families. Mars Petcare’s tiered pricing strategy boosts pet food penetration in India, which remains under 10% despite double-digit sector growth.

Education and Awareness: The Path to a Healthier Future for Pets

Mars Petcare uses its research-backed expertise from the Waltham Petcare Science Institute, a leader in pet nutrition for over 60 years. The brand’s long-standing legacy of innovation in pet care ensures that each pet’s unique nutritional needs are met.

Through the campaign, Mars Petcare hopes to educate pet parents about the importance of science-backed pet food for their pets, instead of relying solely on home-cooked meals. As the pet care industry evolves in India, shifting consumer behavior from emotional feeding to science-based nutrition will be the biggest challenge.