How Varun Dhawan's Playful Chemistry with Pedigree Carried a Purposeful Message
Earlier this year, MARS Petcare joined forces with actor and proud dog-dad Varun Dhawan as its first Indian brand ambassador with a film for Pedigree India. For this collaboration, Pedigree launched a cricket-themed digital ad film on Disney+ Hotstar.
Speaking to LBB about the work, Vishnu Srivatsav, creative head at 22feet Tribal Worldwide, shares the fascinating journey of conceptualising this cricket-themed ad and its compelling message about pet health.
Madhur Khanna, marketing director at Mars Petcare India, also unveils the strategic collaboration with Varun Dhawan, emphasising the significance of nutrition in pets' lives and Pedigree's commitment to providing complete and balanced nourishment.
LBB> The digital ad film on Disney+ Hotstar has a playful cricket theme and features Varun Dhawan alongside the Pedigree dog. Can you explain how this concept was developed and the message you aimed to convey?
Vishnu> The core message we have always wanted to send with Pedigree is that feeding your dog Pedigree will make it healthier and more active. But we also wanted something entertaining and reliable to deliver this message. So, we used these truths: Firstly, pet parents always talk to their pets. And secondly, they always wonder or imagine what their pet is thinking.
Madhur> Our association with Varun Dhawan marks a significant milestone in bringing proper awareness around pet nutrition to pet parents. Known for his charismatic presence on and off the screen, Varun brings his star power and genuine love for pets to this exciting partnership. Being a pet parent, Varun understands that providing dogs, like family members, with the best care and specially crafted nutrition is essential. That’s why he comes out as the perfect fit to join hands with us since we share the same passion and commitment to the well-being of furry friends.
22feet Tribal Worldwide has helped us bring our vision for this ad film to life. They understood the brief and devised a fun way to deliver the message of our proposition of ‘100% complete and balanced nutrition’.
Looking ahead, we will continue to work with Varun to strengthen our brand proposition, and encourage pet parents to make informed choices about their pet’s nutrition and consider Pedigree a trusted choice for pet well-being.
LBB> The ad film captures a delightful chemistry between Varun Dhawan and the Pedigree dog. Can you tell us more about the creative process behind this and working with Varun, who is a pet parent himself?
Vishnu> Varun immediately connected with the concept as a pet parent, and he noted that he wasn’t the hero of this ad. He has a great sense of humour (not all celebs are ok with self-deprecating humour). And his chemistry with the dog was just something else. All we had to do was admire it and shoot it.
LBB> You’ve mentioned imagining the monologue of pets while delivering the message of '100% complete and balanced nutrition.' Can you elaborate on how this creative approach was developed and why it was chosen for the campaign?
Vishnu> It’s the one theme that resonates with all pet parents: dogs are so expressive, but we can’t understand their language. So, while we explored many concepts, none felt as entertaining or as universally relatable as this.
