The Bollywood star, Kriti Sanon, gives his star power to a new Pedigree campaign, aimed at raising awareness of wet foods for dogs. Launched by the Pedigree brand of Mars Petcare, the campaign, entitled “A whole new level of Happy”, presents Sanon in a comforting advertisement which highlights the way wet food can improve the health and happiness of canines. The initiative underlines Pedigree’s commitment to nutrition for pets and marks another high -level approval for Sanon, which has become a brand ambassador sought in the advertising landscape of India.
Kriti Sanon plays in the Pedigree’s damp food campaign for dogs
The campaign, which made its debut during the 2025 IPL season, highlights Sanon interacting with a dog, emphasizing the nutritional advantages of the range of wet foods in Pedigree. Available in variants such as chicken and liver pieces in the sauce and chicken and pieces of vegetables in the sauce, the product is designed to support the digestion of dogs, skin and coat health and immunity through high quality proteins and essential nutrients. “The announcement captures the joy that comes with the food of your pet food which is not only tasty but also nutritious,” said Salil Murthy, managing director of Mars Petcare India. “Kriti’s warmth and authenticity make her the perfect defender of this message.”
Sanon, an award -winning national actress and a self -proclaimed company, expressed her enthusiasm for the campaign. “As a person who loves dogs, I know how important it is to give them food that keeps them healthy and happy,” she said in a press release. “Pedigree’s damp food is doing this exactly, and I am delighted to be part of this campaign which celebrates the link between pets and their owners.” Its involvement should resonate with the community of parents of pets growing from India, where 46% of dog owners now feed their pets packed with wet food at least once a week, according to industry data cited by Pedigree.
Advertising, conceptualized by Bbdo India, mixes emotional narration with practical messaging. He shows Sanon to prepare a meal for his dog, followed by energy scenes and the increased essentials of the animal, strengthening the slogan, “a whole new level of happy”. The campaign is deployed on television, digital platforms and social media, emphasizing the commitment of animal owners during the high -visibility IPL season. “Kriti’s call cuts the audience and his true love for pets is showing off,” said Josy Paul, president and creative director of BBDO India. “This campaign is to raise parents aware of pets from small choices that can make a big difference.”
Sanon’s role in the Pedigree campaign adds to its growing portfolio of brand mentions. In recent months, she has been appointed brand ambassador for the “A Bagful of You” campaign from Zouk, which celebrates Indian individuality and crafts, and Dreame technology, promoting smart house aircraft. She also played alongside Ranbir Kapoor in the Ozone “Make The World Go O” campaign and faced the Biba Spring-Summer 2025 collection, presenting its versatility by attracting the segments of various consumer. His frequent collaborations with brands reflect her marketing, mixing her charisma on the screen with a modern and relatable personality.
Pedigree’s campaign also alignments with broader trends in the pet care industry in India, which is experiencing rapid growth. With the possession of increasing pets – India is home to more than 30 million pet dogs – brands like Pedigree are in massively investing in education and innovation. Wet foods, in particular, gain ground due to its palatibility and health benefits, especially for dogs with specific food needs. “Parents of animals are increasingly aware of what they feed their dogs,” noted Millthy. “Our goal is to make wet food a staple food in their diet, and this campaign is a step towards this.”
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