MUMBAI: Now here’s a pawsitive tune-up for Diwali! India’s leading dog food brand Pedigree, from Mars Petcare, has launched an AI-powered ‘Pawsome Playlist,’ a first-of-its-kind musical initiative designed to keep furry friends calm and relaxed amid the festive fireworks.
Developed with inputs from veterinarian Jasleen Kaur, the playlist uses AI to generate soothing, rhythm-based tracks that help reduce canine anxiety. Hosted on Youtube, the Pawsome Playlist draws on scientific insights into how dogs respond to calming frequencies and consistent beats.
“At Mars Petcare, we know pets do more than keep us company, they help us feel calm and connected,” said Mars Petcare India chief marketing officer Ayesha Huda. “This Diwali, we wanted to return that love by creating something that brings peace and comfort to them.”
The campaign also comes with a touch of creativity from 22feet Tribal Worldwide, whose executive creative director Shyam Nair revealed that each AI-generated track, with witty titles like ‘Sugar? No Please.’ and ‘Wait for Wags.,’ was designed to soothe pets while gently reminding owners to show more empathy.
Echoing the sentiment, Kaur added, “Music can profoundly influence animal behaviour. It’s wonderful to see technology being used so intuitively to improve pet wellbeing.”
With Pawsome Playlist, Pedigree has found a way to mix compassion, technology and rhythm, proving that this Diwali, the sweetest sounds of all might just be a happy, wagging tail.