Campaign goes live in partnership with MX player

Whiskas – a brand of MARS Petcare, has introduced a new advertising campaign promoting cat adoption. The four-week campaign will air from today on MX Player, the leading entertainment super app, and on Whiskas YouTube. The campaign will be amplified through the popular Humans of Bombay social media handles as well as on other social and digital media. Whiskas has also tied up with actors who are cat parents, such as Gauahar Khan and others, for the campaign.

There is a lot of skepticism around cats as pets because most people think they are not as affectionate as dogs and also because of the superstitions surrounding them. Contrary to perception, cats are curious companions, loving friends, and playful housemates who bring positivity and happiness to the house. For city dwellers, cats are practical pets because they do not have to be taken out or attended to constantly. They are content indoors as long as they have access to fresh food, clean water, a designated litter tray, and toys to keep them entertained. However, there are many stray kittens looking for loving homes. Whiskas has relentlessly tried to create awareness around cat needs and care through its ‘Feed Their Curiosity’ philosophy.

Whiskas, through the #BringHomeCuriosity campaign, reaches out to people, especially youth across cities, encouraging them to adopt a kitten today.

Ganesh Ramani, General Manager, MARS Petcare, said: “Cats, which were not the preferred choice as pets, are gaining popularity. Now, more than ever, people are turning to them as a source of comfort and companionship during these unprecedented times. While cat adoption has been growing fast in India, we are seeing an increasing trend of pet parents looking for the best nutrition and care for their little companions. Also, there are still so many homeless kittens out there. MARS Petcare understands this and, through our brand, Whiskas, wants to champion the cause of cat adoption.”

Vivek Jain, COO – MX Player, said: “MX Player is committed to providing brands and advertisers custom-made solutions that drive multiple objectives – be it furthering reach, tapping into new and emerging audience bases or providing seamless brand integration opportunities. At the heart of this ad film is great storytelling, which we believe makes for impactful branded content. It is sure to strike a chord with viewers.”