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
Mother Dairy unveils 30 plus products for summer portfolio push
Ice creams, regional dairy and high-protein range drive 30 per cent growth plans
MUMBAI: If summer had a flavour, Mother Dairy is making sure it comes in at least 30. As temperatures climb, Mother Dairy is turning up the chill with an expansive product blitz, announcing a pipeline of over 30 new offerings across its value-added dairy portfolio. Rolled out in phases through the season, the line-up spans indulgence, health, convenience and regional tastes, an attempt to meet India’s increasingly diverse consumption patterns head-on.
Ice creams take centre stage, accounting for around 20 of the new launches. The brand is introducing formats such as a Two-in-One Matka and Tub, alongside a premium ‘Crafted’ range and flavours like Cream Cheese Pistachio Cone and Kulfi Cassata. There is also a clear nod to calorie-conscious consumers, with the debut of a ‘Go-Low’ range featuring variants such as Choco Almond, Shahi Mewa and Kesar Pista Tilla Kulfi.
Beyond indulgence, the company is sharpening its regional play. Products like Jamun Yoghurt and Bhuna Jeera Raita aim to tap into local flavour preferences, while Shrikhand offered in three variants targets western markets. For northern consumers, Meethi Dahi joins the mix, reinforcing a localisation strategy that goes beyond one-size-fits-all offerings.
Convenience is another key lever. Mother Dairy is expanding its UHT milk portfolio with Cow Milk and Standardised Milk in markets such as Jammu and Kashmir, catering to demand for longer shelf-life products without compromising accessibility.
On the nutrition front, the brand is doubling down on protein. Its ‘Pro’ range is being strengthened with Procurd and Propaneer high-protein curd and paneer variants positioning itself within the growing health-conscious segment while retaining its core taste proposition.
The scale of the rollout signals more than just seasonal experimentation. With expectations of over 30 per cent growth across key categories, the company is betting on innovation as a primary growth engine, supported by a mix of traditional and new-age distribution channels.
Marketing, too, is set to match the ambition. High-impact campaigns across ice creams and flavoured milk are in the pipeline, aimed particularly at younger consumers and designed to amplify summer consumption moments.
In a market where heat often dictates demand, Mother Dairy is not just responding to the season, it is trying to own it, one scoop, sip and spoonful at a time.
