WHISKAS, a global leader in cat nutrition, has launched its latest campaign spotlighting POCKETS™, the signature feature of its dry cat food. The initiative emphasizes texture-led feeding experiences, designed to delight cats’ instinctive preferences for crunch and creaminess.

POCKETS™ combines a crunchy outer shell with a soft, creamy center, delivering a bite experience unique to WHISKAS. The campaign’s brand film adopts an ASMR-inspired approach, highlighting distinct ‘CRUNCH’ and ‘LICK’ moments that culminate in a satisfied ‘PURR’, reflecting both feline joy and the bond between pet and parent. By focusing on these sensory experiences, WHISKAS® elevates everyday mealtime into a shared moment of delight.

Ayesha Huda, CMO of Mars Petcare India, said, “Cats have unique feeding drivers; textural variety and crunch are key. POCKETS™ are designed to provide this sensorial experience. Our campaign celebrates the quality and legacy of WHISKAS.” Katie Griffiths, Global Brand VP, added, “This campaign honors cats’ instincts, preferences, and the textures they enjoy, while continuing to deliver complete nutrition. It supports cat parents seeking both quality and enjoyment.”

Krishna Mani, CCO of BBDO Delhi, highlighted the creative approach: “The contrast of crunchy and creamy textures celebrates cat parenthood. The ultimate reward is the contented purr-a seal of approval that tells parents their feline friend loves their meal.”

Developed with insights from WALTHAM, the leading authority on pet nutrition, WHISKAS continues to combine taste, texture, and balanced nutrition, reinforcing its commitment to enhancing the feeding experience for cats and supporting Indian pet households.