The campaign introduces PEDIGREE Healthy Belly while using an everyday pet-parent concern to spotlight the importance of canine gut health.

Video: https://www.instagram.com/reel/Dcp4l54gWqO/?igsi=ZHNhMDRndnl1N2U4

PEDIGREE has introduced Healthy Belly, a complete and balanced food for adult dogs, with a new campaign featuring cricketer KL Rahul and his pet.

Taking a playful route to an often-ignored subject, the campaign uses dogs’ bowel habits to get pet parents thinking about digestive health and the role nutrition plays in their pets’ overall wellbeing.

PEDIGREE Healthy Belly combines ingredients including pumpkin, sweet potato, chicken, egg, prebiotics and fibre. The product also comes with what the brand describes as its first belly-shaped kibble in India.

The launch is based partly on an internal PEDIGREE study, which found that 26% of pet parents feeding home-cooked food reported digestive issues in their dogs. The brand has also launched a dedicated microsite offering information on canine digestion and nutrition.

Ayesha Huda, chief marketing officer, Mars Pet Nutrition India, said the product was developed in response to growing concerns around digestive health, particularly among pet parents relying on home-cooked meals.

The campaign film features Rahul and his dog navigating familiar moments around pet health, with Healthy Belly positioned as a nutrition-led solution.

Rahul said digestive wellbeing is an important part of a dog’s overall health and compared the role of nutrition for pets with its importance in an athlete’s own routine.

Created by 22feet, part of Omnicom Advertising India, the campaign turns an everyday, slightly awkward pet-parent observation into a light-hearted conversation around keeping dogs’ bellies healthy.