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Tag: Pedigree

  • Pedigree strikes the right note for pets this Diwali

    Pedigree strikes the right note for pets this Diwali

    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.

     

  • Pawtrait mode on as tattoos go furry and feel-good

    Pawtrait mode on as tattoos go furry and feel-good

    MUMBAI: A tattoo might fade a little over time, but a paw print on the soul? That one’s permanent. In a bold blend of ink and emotion, Aliens Tattoo has launched Part of You, India’s first national tattoo movement celebrating the bond between people and their pets, and quietly channelling it into purpose.

    The initiative offers more than just body art. It’s a full-blown movement turning wagging tails and whiskered memories into legacy pieces, paw prints, pet portraits, or soulful abstract strokes that carry stories of companionship, loss, healing, and joy. And with 1 per cent of campaign revenues pledged to animal welfare groups across India, the tattoos are doing more than just sitting pretty on skin.

    “This isn’t just a tattoo. It’s a legacy,” said Aliens Tattoo founder and chief visionary artist Sunny Bhanushali. “When someone loses a pet, or even wants to celebrate the little joys of companionship, we believe that story deserves more than a memory. It deserves permanence. And with ‘Part of You’, we’re making sure that permanence helps more lives not just honours one.”

    The numbers already speak in barks and tail wags. The campaign has notched over 7 million organic impressions online, with pet-themed tattoo bookings surging by 43 per cent across Aliens studios in Mumbai, Bangalore, and Hyderabad. The stories are heartbreakingly beautiful like the woman in Pune who inked her late dog’s paw to mark 15 years of unconditional love, or the man from Assam who flew to Mumbai to get his cat’s eyes immortalised in ink.

    But Part of You goes beyond the studio chair. A video storytelling series captures the raw emotions behind each tattoo, why people choose permanence, and how the ink becomes therapy, tribute, and identity all at once. There’s also a microsite that guides pet parents through their own tribute journey, with curated design options and artist collaborations that simplify translating feelings into form.

    What makes this more than a marketing masterstroke is its structure: Part of You is stitched together like a cultural movement. Aliens Tattoo has looped in animal welfare partners like People for Animals, Pedigree, and Heads Up For Tail alongside tattoo artists and pet parents, making this the first large-scale, brand-led initiative in India to formalise emotional tattooing in a thoughtful, scalable way.
     

    Globally, emotional ink is growing from ashes-infused tattoos in the West to soundwave tributes and pet noseprints. But in India, Part of You is a pioneering howl, giving grieving pet parents not only a safe space but a meaningful ritual.

    In an age where tattoos are no longer rebellion but reflection, Part of You reminds us that sometimes, the deepest connections don’t speak, they purr, they nuzzle, and when they’re gone, they leave behind more than memories. They leave a story worth etching forever.

  • Pedigree picks Brett Lee as brand endorser

    Mumbai: Pedigree, the Global pet food brand from the stable of Mars International India, has announced Brett Lee as their new brand ambassador.

    With this association, Pedigree aims to create an ideal environment for responsible pet ownership and increase awareness on the fact that “Dogs are Different and so are their Food needs”.

    Mars International India director-corporate affairs Nitin Kulkarni said, “We at Mars International India are delighted to bring Brett Lee as the brand ambassador for our leading pet food brand Pedigree. We believe that Responsible Pet Ownership is to Love and Care in the right way and Right Food is a critical part of that journey. A dog is completely dependent on you for food, shelter and companionship so it is important to make sure you are ready for this relationship before you go out and find your new best friend.”

    Lee said, “Being a responsible pet parent this is an ideal opportunity to connect with Pedigree which is dedicated towards the well-being of dogs. This association gives me a wonderful opportunity to share the magical relationship of Human Companion Animal bond. Right Nutrition is the key to a pets health and longevity. I strongly agree with Pedigree and ‘Every dog deserves leading Nutrition‘.”