Brands
SHEBA launches 7-Day Ignored to Adored campaign with Sharvari
Mars Petcare turns cat feeding into a bonding ritual with new challenge
NEW DELHI: SHEBA, part of the Mars Petcare portfolio, has rolled out its latest campaign 7-Day IGNORED TO ADORED, featuring brand ambassador Sharvari, as it looks to redefine everyday feeding as a meaningful bonding ritual for cat parents.
Built on the insight that a cat’s affection is never automatic but earned over time, the campaign captures the subtle, often playful journey from being ignored to becoming adored. At its heart is a digital film starring Sharvari, paired with a ‘7-Day Ignored to Adored’ challenge that encourages pet parents to build trust through small, consistent acts of care during mealtime.
The campaign forms part of a wider global rollout for the brand, with similar narratives featuring personalities across markets, including the US and UK. In India, the focus is firmly on the evolving mindset of cat parents, who are increasingly viewing feeding as an emotional touchpoint rather than just a routine.
Speaking about the campaign, Mars Petcare india chief marketing officer ayesha huda said, “Cat parenting in India is undergoing a clear shift, with today’s pet parents becoming far more discerning about the choices they make. Feeding is no longer a routine, it reflects care, quality and the bond they share.”
She added, Mars Petcare india chief marketing officer Ayesha Huda said, “With the ‘IGNORED TO ADORED’ campaign, we are bringing this evolution to life in a way that is culturally relevant and emotionally resonant, where thoughtfully crafted mealtime experiences become a powerful expression of connection.”
Sharvari echoed the sentiment, “You can be loved by millions, but winning a cat’s approval is a completely different feeling. This campaign captures something every cat parent understands, that their affection is never automatic, and that is what makes it meaningful” she said.
The campaign also draws on insights from the Waltham Centre for Pet Nutrition, reinforcing the role of nutrition and quality ingredients in shaping daily feeding experiences. The SHEBA range includes a variety of recipes featuring fish and poultry, designed to combine taste with nutrition across formats such as gravy-based meals and premium selections.
As pet ownership evolves in India, brands are increasingly tapping into emotional storytelling to connect with consumers. With ‘Ignored to Adored’, SHEBA positions itself not just as a food choice, but as part of the everyday rituals that strengthen the bond between cats and their owners.
Brands
Shiv Ratan Agarwal, the man who built Bikaji Foods, passes away
The man who turned a Bikaneri snack stall into a global brand leaves behind a formidable legacy
RAJASTHAN: Shiv Ratan Agarwal, the founder, promoter, chairman and whole-time director of Bikaji Foods International, passed away on Thursday, April 23. His death was described by the company as an irreparable loss.
Agarwal built Bikaji from the ground up, transforming what was a traditional Bikaneri snacks business into an internationally recognised packaged foods brand. His formula was deceptively simple: keep the authentic taste, add modern business muscle. It worked. The company grew into a nationally and globally present force, listed on both the BSE and the National Stock Exchange.
The board of directors, management and employees of the company conveyed their deepest condolences to his family, calling his passing unexpected.
Bikaji was unequivocal about its intentions going forward. “The company remains committed to building upon the strong foundation laid by him and will continue to uphold and strengthen the goodwill of the Bikaji brand by carrying forward his vision, principles, and entrepreneurial ethos,” it said in a regulatory filing to the stock exchanges. The company added that it would strive to sustain its growth trajectory while leading a profitable and responsible business.
On the regulatory side, Bikaji informed the exchanges that Agarwal would cease to be classified under the promoter and promoter group category, in accordance with Regulation 31A(6)(c) of the listing regulations, following his demise.
He turned a snack into a stock market story. The question now is who carries the recipe forward.
