April 17: Mars Incorporated announced the launch of a new digital-first campaign for the PEDIGREE® brand in India, in collaboration with Indian cricketer and pet parent Jemimah Rodrigues. The campaign is based on the changing reality of modern pet-parenting, which encourages a shift towards more informed, nutrition-led feeding without compromising on what their pets love: taste. Equivalent to the protein of 8 chicken livers¹, combined with 100% complete and balanced nutrition, when fed as recommended, PEDIGREE® Gravy is a delicious and nourishing choice for pets.
As a devoted pet parent and one of India’s prominent young sports personalities, Jemimah is known for her discipline, energy and performance-driven mindset. She lends her strong voice to the campaign, not only as a cricketer but also as a pet parent who understands the importance of making the right feeding choices for pets.
PEDIGREE® Gravy is positioned as an everyday feeding solution, supported by the Waltham Petcare Science Institute. This reflects Mars Pet Nutrition’s leadership in the wet food category in India. By integrating decades of global nutritional research with formats that align with local feeding habits, the brand has significantly helped make balanced nutrition more intuitive and a complement to home-cooked meals.
The campaign brings this to life through cricket-themed films featuring Jemimah Rodrigues, capturing everyday moments between pets and their parents, and highlighting how PEDIGREE® Gravy can turn routine feeding into moments of joy and connection.
Ayesha Huda, Chief Marketing Officer, Mars Pet Nutrition India, said,
“As the pioneers, Mars Pet Nutrition has contributed significantly towards creating the gravy category in India. Backed by decades of research from the Waltham Petcare Science Institute, we have helped shape the understanding of wet food as a complete nutritional option that aligns with familiar feeding habits. She added, “While pet parent intent is evolving, there remains a gap in everyday feeding practices, especially with over-reliance on home-cooked food that may not meet pets’ nutritional needs. With PEDIGREE® Gravy, we bring together irresistible taste and complete, balanced nutrition, making better feeding choices simpler, more relatable, and part of everyday routines.”
Jemimah Rodrigues shared,
“As a pet parent, I’ve always believed that caring for your pet goes beyond just feeding; it’s about knowing what’s right for them. Like in cricket, where the right nutrition fuels performance, I’ve realised the same applies to our pets. What I love about PEDIGREE® Gravy is that my pet Jade genuinely enjoys it, and at the same time, I know it provides complete nutrition. This campaign reflects those simple, everyday moments that matter to pet parents.”
This campaign launch is part of Mars’ broader commitment to drive category growth and build stronger awareness of wet food as a complete everyday feeding option, while encouraging more pet parents to adopt scientifically formulated food.
