Brands
Pedigree strikes the right note for pets this Diwali
MUMBAI: Now here’s a pawsitive tune-up for Diwali! India’s leading dog food brand Pedigree, from Mars Petcare, has launched an AI-powered ‘Pawsome Playlist,’ a first-of-its-kind musical initiative designed to keep furry friends calm and relaxed amid the festive fireworks.
Developed with inputs from veterinarian Jasleen Kaur, the playlist uses AI to generate soothing, rhythm-based tracks that help reduce canine anxiety. Hosted on Youtube, the Pawsome Playlist draws on scientific insights into how dogs respond to calming frequencies and consistent beats.
“At Mars Petcare, we know pets do more than keep us company, they help us feel calm and connected,” said Mars Petcare India chief marketing officer Ayesha Huda. “This Diwali, we wanted to return that love by creating something that brings peace and comfort to them.”
The campaign also comes with a touch of creativity from 22feet Tribal Worldwide, whose executive creative director Shyam Nair revealed that each AI-generated track, with witty titles like ‘Sugar? No Please.’ and ‘Wait for Wags.,’ was designed to soothe pets while gently reminding owners to show more empathy.
Echoing the sentiment, Kaur added, “Music can profoundly influence animal behaviour. It’s wonderful to see technology being used so intuitively to improve pet wellbeing.”
With Pawsome Playlist, Pedigree has found a way to mix compassion, technology and rhythm, proving that this Diwali, the sweetest sounds of all might just be a happy, wagging tail.
Brands
Sony Pictures Networks India names Shruti Aneja as lead – agency partnerships & key network initiatives
Aneja takes charge to deepen agency ties and boost revenue across Spni channels
MUMBAI: Sony Pictures Networks India has appointed Shruti Aneja as lead – agency partnerships, signalling a fresh focus on closer collaboration with advertising agencies and a sharper push for revenue growth across its channel portfolio.
In her new role, Aneja will chart strategic engagement with agencies, unlock new revenue streams, and nurture long-term partnerships. Her mission includes driving sales performance, adding value for clients, and delivering inventive solutions for advertisers — cementing Spni’s position as a preferred media partner.
Aneja brings over 12 years of experience with Spni, having risen through the ranks from manager to associate vice president. She has led high-performing sales teams across key clusters including sony hindi gec, free-to-air channels, and english entertainment channels like pix, axn and bbc earth.
Her track record includes driving integrated ad sales for popular shows such as Celebrity MasterChef, Indian Idol and Superstar Singer, pioneering first-time brand integrations, and repositioning channels for maximum impact in both urban and rural markets.
Aneja’s approach combines content-first thinking with solution-led selling, focusing on empathy, insight and storytelling that resonates with audiences and brands alike. Colleagues praise her knack for building trust with agencies and clients while spotting innovative ways to convert ideas into revenue.
With this appointment, Spni aims to strengthen its agency relationships and continue delivering compelling advertising solutions that combine creativity with performance.
