Royal Canin India has launched a new campaign focused on nutrition for puppies and kittens during their early stages of growth. Conceptualised by 22feet, part of Omnicom Advertising India, the campaign looks at how feeding habits among Indian pet parents influence early life nutrition.
According to the company, packaged pet food adoption in India remains below 15%, with many puppies and kittens continuing to be fed home cooked meals such as chicken and rice, rotis and boiled vegetables.
The campaign draws on the cultural association between home cooked food and care in Indian households. Royal Canin is using this behaviour to highlight the nutritional requirements of growing puppies and kittens and the potential gaps in meals prepared at home.
Built around the message, Love is the #1 ingredient, but your puppy or kitten needs 35+ nutrients more, the campaign claims that 95% of home cooked meals are nutritionally insufficient for puppies and kittens.
Alongside the advertising campaign, Royal Canin has introduced a Pediatric Vet Care Programme aimed at encouraging pet parents to seek veterinary guidance during the early stages of their pet’s development. The programme covers areas including nutrition, growth and preventive healthcare, with new pet parents in Mumbai also being offered a free veterinary visit.
The campaign is being extended through pet creators, short form content, community initiatives, veterinarian led educational content and workshops. The broader communication focuses on encouraging pet owners to consider nutritional requirements alongside traditional feeding practices when deciding what to feed puppies and kittens.
Watch the campaign
Speaking on the campaign, Satinder Singh, Managing Director, Royal Canin India said, “Every pet owner wants to give their puppy or kitten the best possible care, and that journey begins with love. Through this campaign, we want to help pet owners understand that while home-cooked meals reflect care and affection, pets also need precise nutrition to support health needs throughout pets’ lifetime, especially at the start of life. Our goal is to provide quality life to pets through awareness, education and guidance from veterinary experts.”
Prateek Sayal, Marketing Director, Royal Canin India, said, “Pet Food category in India is an 800M USD market but packaged food adoption is only <15%, and driving this calorie conversion is not just a marketing job or company job; but an ecosystem job. With this first-of-its-kind 360-degree campaign, we want to help pet owners understand that pets need precise nutrition to support heath needs throughout their lifetime.”
He further adde, “Pet food category communication in India currently is highly functional with low emotional resonance with pet parents and with this new communication, we are trying to find the right balance between functional education and emotional connect.”
Adding to this, Shyam Nair, Executive Creative Director, 22feet said, “Pet parents will do anything for their pets, and almost every choice they make comes from a place of love. But love can sometimes create blind spots. While it will always be the most important ingredient in a pet’s life, their health also depends on the right balance of essential nutrients. Through this campaign, we want to encourage pet parents to look beyond good intentions, question familiar habits and make more informed choices for their pets’ long-term health and well-being.”
