WHISKAS has launched its Indian Fish Range, built around Rohu and Catla, two of the country’s most widely consumed fish varieties, in a new campaign fronted by actor Mrunal Thakur. The range, part of the brand’s Crunchy Creamy Yummy Pockets line, promises 100% complete and balanced nutrition tailored for Indian cats, a category-first move designed to make packaged pet food more culturally relevant.

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The campaign draws on the insight that fish is a household favourite across India, often fed to cats informally, but rarely offers complete nutrition on its own. WHISKAS aims to bridge that gap, encouraging pet parents to shift from home-cooked meals to a scientifically balanced alternative built around familiar flavours. Thakur’s film brings this idea alive through a playful, multilingual narrative.

Ahead of the launch, WHISKAS rolled out a teaser activation titled “Catch of the Year” at sea-facing locations in Mumbai and Kolkata, cities with a strong cultural connection to fish. The installation built curiosity before revealing larger-than-life packs of the new range.

Speaking on the launch, Thakur said she has long admired cats’ love for fish and was drawn to a product rooted in that instinct while offering real nutritional value.

Ayesha Huda, CMO, Mars Pet Nutrition, added that the innovation reflects shifting pet-parenting habits in India, and the brand’s effort to merge traditional feeding beliefs with expert-backed nutrition.

The launch marks WHISKAS’ continued push into insight-led innovation, aiming to widen its base among India’s growing community of cat owners.