INDIA – Whiskas, India’s most trusted cat food brand, is making waves with its latest campaign, Switch to Whiskas – for The Tiger in Your Cat. Conceptualized by 22feet Tribal Worldwide and featuring influencers Avinash Tiwary, Srishti Dixit & Uorfi (+ cats Sania and Prince), this bold initiative aims to educate pet parents about the unique dietary needs of their feline companions, while debunking long-standing pet food myths.
For many, cats are affectionate, playful, and independent pets, but beneath their domesticated demeanor lies an undeniable connection to their wild ancestors. With the rise of pet parenting among Gen Z and Millennials, the campaign shines a spotlight on a crucial gap: many first-time cat owners remain unaware that their pet’s nutritional needs differ vastly from those of dogs or even humans. As obligate carnivores, cats require a protein-rich diet infused with taurine and essential nutrients, which generic diets or homemade meals often fail to provide.
Salil Murthy, Managing Director of Mars Petcare India, emphasized the urgent need for awareness: “The pet parenting landscape in India is evolving, but awareness about proper cat nutrition remains low. India continues to be one of the lowest pet food adoption markets in the world, with less than 10% of cat parents opting for scientifically formulated pet food. This is concerning because cats, as obligate carnivores, have very specific dietary requirements that typically cannot be met by homemade food or generic diets.
At Mars Petcare, we bring over a century of expertise in pet food and nutrition and a deep scientific understanding of what cats and dogs need to thrive. Our globally recognized research and extensive experience enable us to formulate 100% complete and balanced nutrition, designed to support cats’ natural instincts and physiological needs. This campaign is an important step in driving awareness and empowering pet parents to make informed choices that contribute to their pet’s long-term health.”
Speaking about the creative strategy behind the campaign, Vishnu Srivatsav, Creative Head – 22feet Tribal Worldwide explained, “Giving pets the same food we eat has been a deep-rooted habit and something that we needed to address as a pet food brand. But what we realised was, to make cat parents relook at their cat’s nutrition, we needed to make them relook at their cats. When we realised that cats share a significant portion of their genetics with tigers, we knew we had that ammunition. And that’s what we have tried to tell cat parents in the most compelling and provocative manner possible.”
At the heart of the campaign is a visually compelling film that challenges the misconception that cats can thrive on the same diet as their pet parents. The narrative captures everyday moments where a cat’s primal instincts emerge—reinforcing their wild lineage and the necessity of species-appropriate nutrition.
To amplify the message, the campaign will roll out through:
- Influencer collaborations to drive engagement and action
- Out-of-Home (OOH) advertising in key urban centers
- Social media integrations across Instagram, YouTube, and quick commerce platforms
CREDITS
Agency: 22feet Tribal World Wide
Creative: Vishnu Srivatsav, Ishan Mehta, Diya Sarker, Jay Sangoi, Akshay Pathak, Kavya Gupta, Nupur Datar, Mohammed Nadir, Hardik Rane, Nikita Bangar, Mitali Kadam, Bhavika Gohil, Bhagyesh Kadu, Reshmi Ghosh.
Business: Vanaja Pillai, Shikha Davessar, Sriya Banerjee, Japneet Sahni, Vinit Wala.
Strategy; Axon Alex, Rachita Goel, Edwin William, Sambhavi Sawant
Finance: Ajay Gupta, Ajinkya Kanchavade, Tapas Baral, Deepak Kantarnaware
