Godrej Pet Care, a division of Godrej Consumer Products, has introduced Godrej Ninja, a new dry dog food brand designed to improve gut health and immunity in pets. The launch comes at a time when the Indian pet care market is estimated at ₹6,000 crore, with pet food alone accounting for approximately ₹5,000 crore. Gastrointestinal issues, often caused by poor nutrition, are responsible for nearly 30% of veterinary visits.

Campaign Rollout and Creative Strategy

To support the launch, Godrej has rolled out a television commercial in Tamil Nadu, developed by its in-house creative agency, Godrej Creative Lab. The TVC highlights the product’s nutritional benefits while emphasizing pet well-beingthrough a vernacular script and a simple, emotionally driven narrative centered on family care.

The campaign carries the tagline:

“More gut power, less sick days.”
This message underscores the brand’s emphasis on gut health as a foundation for reduced illness and overall vitality in dogs.

Marketing Vision and Brand Philosophy

Chirag Aga, Head of Marketing, Godrej Pet Care, explained the strategic approach:

“Pet care is one of India’s fastest-growing consumer segments, driven by increasing awareness, evolving lifestyles, and the deep emotional connection between families and their pets.

At Godrej Pet Care, we created Godrej Ninja by leveraging the collective strengths of the Godrej Industries Group—blending R&D expertise, consumer insight, and strong brand-building capabilities.

While Ninja is currently available only in Tamil Nadu, this campaign marks the beginning of our journey to raise awareness about the critical link between gut health and stronger immunity in dogs. Our storytelling merges scientific credibility with emotional warmth, celebrating the irresistible charm of our furry companions.”

A Playful Yet Purposeful Approach

Shalini Avadhani and Gaurav Kumar, Lead Creative Strategists at Godrej Creative Lab, shared insights into the campaign’s creative concept:

“Godrej Ninja is formulated to support dogs’ gut health, which plays a crucial role in strengthening immunity.

We wanted the communication to showcase our nutritional expertise without sounding overly clinical. That’s where the idea of the Dog-Doctor came in—a playful character with human hands that bridges scientific trust and emotional appeal.

The Dog-Doctor stands for the belief that every dog deserves a healthy gut, and that’s exactly what Ninja delivers.”

Product Composition and Development

Godrej Ninja is a dry dog food brand developed and tested in India, designed to promote digestive health and immune function. The formulation includes a scientifically backed blend of:

• Probiotics
• Prebiotics
• Polyphenols
• 37 balanced nutrients, including Vitamins, Omega-3 Fatty Acids, and Phytonutrients

With input from veterinary experts and the use of freshly sourced raw materials, Godrej ensures that each pack delivers complete and high-quality nutrition for dogs.