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.
