Introducing New Flavors Preferred Even by Fussy Cats

Whiskas New Range of Flavors Loved by 95% of Pet Parents

India, November 2024: Whiskas, the most preferred and trusted cat food brand in the country, introduces an array of flavors crafted from real chicken or fish and quality protein ensuring both health and happiness in every bite. This new and improved range provides 100% complete and balanced nutrition, transforming each mealtime into a nourishing and joyful experience.

The new Whiskas flavors are available nationwide, both online and in pet stores, with tailored options for adult cats and kittens. Adult cats can savor flavors like Tuna and Whitefish, while kittens can explore a variety including Tuna and Salmon, Mackerel, Tasty Mix Chicken Tuna with Sweet Potato, and Seafood Cocktail with Carrot. Each recipe is meticulously crafted to cater to cats’ unique dietary needs, incorporating essential nutrients such as taurine, antioxidants, and omega fatty acids that support heart health, a healthy immune system and coat.

Supporting this product expansion, Whiskas has launched an impactful campaign titled “Preferred Even by Fussy Cats,” created to resonate with cat parents across India. The campaign is based on the insight that feeding a cat is about more than providing sustenance—it’s an act of understanding their unique preferences and creating a moment of joy. By focusing on Whiskas’ commitment to flavors that even the most discerning cats can relish, the campaign captures the special bond between cats and their caregivers, underscoring how mealtime can become a genuine expression of love and care.

The campaign’s creative elements further reinforce this message, using warm visuals and engaging storytelling to celebrate the individuality of cats and the thoughtful decisions pet parents make for their happiness and health. Each creative execution embodies Whiskas’ brand promise of “purring contentment,” showing how the right food choice can lead to a contented, purring cat. The campaign has gained significant traction on social media, where cat parents are actively sharing their experiences, resonating with the campaign’s focus on finding food that brings both delight and well-being to their pets.

Rooted in Whiskas’ core philosophy that “when cats are loved and cared for, they purr more,” the campaign highlights the brand’s mission to provide “contented, purring cats” as a core benefit. Whiskas sees every cat parent who seeks happiness and health for their feline companions as its ideal audience. By embodying “The Caregiver” archetype, Whiskas advocates for a world where cats are respected and cherished for their unique personalities.

Salil Murthy, Managing Director of Mars Petcare India, shared, “At Mars Petcare, we are obsessed with pets and pet parents. We are constantly thinking about what they want and how we can make it happen. Delivering the highest quality nutrition is in our DNA. With cat ownership growing significantly in the country, our goal with the expansion of the Whiskas portfolio is to provide wider choices to discerning cats and the pet parents who seek food that is both nutritious and satisfying to their pet’s palate. Whiskas has long been a trusted partner to Indian pet parents, and we are confident this new portfolio will help us serve even more families, offering current pet parents a greater variety to meet their cats’ unique needs.”

Ayesha Huda, Chief Marketing Officer of Mars Pet Nutrition India, added, “Cats are famously discerning, and cat parents understand the importance of finding food that aligns with their pet’s preferences. Our latest campaign captures this insight, honoring the thoughtful care that pet parents put into these choices. ‘Preferred Even by Fussy Cats’ celebrates the joy and satisfaction of discovering a meal their cats truly love. At Whiskas, we believe that when cats are loved and cared for, they purr more. This range and campaign celebrate that bond, offering meals that bring health, happiness, and that unmistakable purr of contentment.”

Vishnu Srivatsav, Creative Head, 22feet Tribal World Wide, said, “Every cat parent has experienced various degrees of fussiness from their cat. This is inevitable as cats are picky eaters. And we needed the approval of these hard to please consumers. So, when Whiskas came out with their product revamp, which is proven to be preferred even by the fussiest of cats, our team was excited to work on this project that led to dynamic, persuasive, and creative work.”

Whiskas’ warm, welcoming tone further strengthens its brand identity, making it relatable and approachable to pet parents. Distinctive brand elements like the iconic purple color, the British Shorthair Silver Tabby mascot, the cat mask, and the familiar sound of a “purr” work together to create a memorable brand that resonates deeply with cat parents, instilling confidence in their choice of Whiskas

Central to Whiskas’ brand experience is the “Purrs Unleashed” principle, which emphasizes everyday convenience that brings moments of joy, wonder, and meaningful connection between cats and their owners. This approach reinforces Whiskas’ mission to create a world where cats lead healthy, happy and contented lives.

The campaign has generated significant excitement, creating a buzz across digital platforms and in urban spaces. Through a visually impactful digital out-of-home (OOH) campaign in metro cities like Mumbai and Bangalore, as well as engaging social media content, Whiskas is building a community of pet parents who share the brand’s commitment to quality, taste, and care.

With India’s community of cat parents growing rapidly, Whiskas’ expanded portfolio is perfectly positioned to meet the increasing demand for premium, nutritious cat food. Through this new range and the accompanying campaign, Whiskas reinforces its role as a leader in cat nutrition, dedicated to enriching the lives of cats and strengthening the bond between cats and their caregivers.