Royal Canin India has launched, a new 360-degree campaign focused on early-life nutrition for puppies and kittens. Conceptualised by 22feet, part of Omnicom Advertising India, the initiative aims to encourage pet parents to look beyond traditional feeding habits and better understand the role of precise nutrition during the crucial early stages of a puppy’s or kitten’s life.
Packaged pet food adoption in India remains at <15%, which means most puppies and kittens in India are still raised primarily on home-cooked meals (such as chicken-rice, rotis, boiled veggies etc.).
The barrier is not a lack of affection; but the cultural insight that preparing and feeding home-cooked food is seen as an act of care in India. As the #1 brand recommended by vets, Royal Canin is addressing this challenge like a healthcare, precise nutrition brand by introducing a compassionate and thought-provoking campaign: ‘Love is the #1 ingredient, but your puppy or kitten needs 35+ nutrients more. 95% of home-cooked meals are nutritionally insufficient.’
As part of the initiative, Royal Canin has also partnered with veterinarians through its Pediatric Vet Care Programme to encourage new pet parents to schedule early veterinary visits and receive expert advice on nutrition, growth and preventive healthcare, including a free vet visit for new pet parents in Mumbai.
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.”
“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. 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,” added Prateek Sayal, marketing director, Royal Canin India.
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.”
The campaign is further amplified through pet-parent creators, short-form content, community initiatives, veterinarian-led education and interactive workshops aimed at helping pet parents make more informed nutrition choices.
By shifting the conversation from feeding with love to feeding with informed love, Royal Canin hopes to inspire a new generation of pet parents to give their puppies and kittens the precise nutrition they need for a healthy start in life.
