Innovative digital campaign blends science, technology, and empathy for pet wellbeing
This Diwali, PEDIGREE, a leading pet food brand from Mars Petcare, has introduced the AI-powered ‘Pawsome Playlist’, a unique musical initiative designed to help dogs stay calm and relaxed amid the festive noise and fireworks.
Recognising that loud sounds can trigger stress and anxiety in pets, the playlist features AI-generated tracks created using soothing rhythms and calming sound frequencies known to positively influence canine behaviour. Developed in collaboration with veterinarian Dr. Jasleen Kaur, the playlist offers pet parents an accessible, science-backed way to ensure their furry companions enjoy a peaceful Diwali.
Ayesha Huda, Chief Marketing Officer, Mars Petcare India, said, “Pets bring us calm and connection every day. This Diwali, we wanted to return the favour by helping them feel safe and relaxed. Through ‘Pawsome Playlist’, we’re combining technology and empathy to give pets the same sense of comfort they offer us.”
Dr. Jasleen Kaur added, “Music can profoundly affect animal behaviour. Creating an AI-driven playlist that helps dogs cope with festive stress is a natural and meaningful step toward better pet wellbeing.”
Shyam Nair, Executive Creative Director, 22feet Tribal Worldwide, noted, “Since music defines every celebration, we turned it into a tool for empathy. Each AI-crafted track – with names like ‘Sugar? No Please.’ and ‘Wait for Wags.’ – encourages care through rhythm.”
With ‘Pawsome Playlist’, PEDIGREE reinforces its mission to create a better world for pets, merging innovation, science, and compassion for happier homes.
