PEDIGREE has launched Healthy Belly, a complete and balanced food for adult dogs, with a new campaign featuring cricketer KL Rahul and his dog.
Taking an everyday but often overlooked aspect of pet care as its starting point, the campaign uses dogs’ bowel habits to encourage pet parents to pay closer attention to digestive health and the role nutrition plays in overall wellbeing.
PEDIGREE Healthy Belly combines pumpkin, sweet potato, chicken, egg, prebiotics and fibres. The product also introduces what the brand describes as its first belly-shaped kibble in India.
The launch is supported by an internal PEDIGREE study, which found that 26% of pet parents who feed their dogs home-cooked meals reported observing digestive issues in their pets. The brand has also launched a dedicated microsite offering information on canine digestive health and nutrition.
Ayesha Huda, chief marketing officer, Mars Pet Nutrition India, said: “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.”
At the centre of the campaign film are Rahul and his dog, with the narrative built around familiar moments of caring for a pet and the attention owners pay to changes in their dogs’ health. Healthy Belly is positioned as a nutritional solution designed to support digestive wellbeing.
KL Rahul said: “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.”
The creative idea turns an everyday pet-parent observation into a more accessible conversation around gut health, while keeping the tone light and relatable.
Shyam Nair, executive creative director, 22feet, part of Omnicom Advertising India, said: “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.”
