Royal Canin India has launched a new 360-degree brand campaign focused on early-life nutrition for puppies and kittens, conceptualised by 22feet, part of Omnicom Advertising India. The initiative encourages pet parents to look beyond traditional home-cooked feeding habits and understand the role of precise nutrition in a pet’s crucial early stages.

With packaged pet food adoption in India still under 15%, most puppies and kittens continue to be raised on home-cooked meals like rice, rotis and boiled vegetables – not from a lack of care, but because home-cooking is culturally seen as an act of love. As the top vet-recommended brand, Royal Canin is tackling this through a compassionate message: love matters, but pets also need 35+ nutrients that most home-cooked meals fail to provide.

The brand has also partnered with veterinarians under its Pediatric Vet Care Programme, offering early consultations on nutrition and preventive care, including free vet visits for new pet parents in Mumbai.

Satinder Singh, MD, Royal Canin India, said the campaign aims to help pet owners see that love and precise nutrition go hand in hand, especially early in a pet’s life. Prateek Sayal, Marketing Director, added that shifting packaged food adoption is an ecosystem-wide effort, and the campaign balances functional education with emotional connect – rare in pet food advertising in India.

Shyam Nair, ECD, 22feet, noted that love can create blind spots, and the campaign nudges pet parents to question habits and make more informed choices, moving the narrative from “feeding with love” to “feeding with informed love.”