WHISKAS, one of India's leading cat food brands, has expanded its portfolio with the launch of its Indian Fish Range, inspired by Rohu and Catla—two of the country's most widely consumed freshwater fish varieties. The new range combines locally familiar flavours with the brand's nutritional expertise, offering 100% complete and balanced nutrition through its signature Crunchy Creamy Yummy Pockets™ format.
The launch marks a category-first move to tailor premium pet nutrition around Indian taste preferences, reflecting the growing localisation of global consumer brands.
Mrunal Thakur Fronts the Campaign
To introduce the new range, WHISKAS has partnered with Bollywood actor and cat enthusiast Mrunal Thakur, whose personal affinity for cats lends authenticity to the campaign. Rather than relying solely on celebrity appeal, the communication focuses on relatable pet parenting, reinforcing trust while highlighting the product's locally relevant innovation.
The campaign aims to strengthen emotional engagement with India's expanding community of pet owners, where purchasing decisions are increasingly driven by both nutrition and familiarity.
Gaining Advantage in Premium Pet Care Products
The launch illustrates how localisation is becoming a competitive advantage even within premium global categories. As India's pet care market continues to mature, brands are moving beyond imported formulations to develop products that reflect regional consumer behaviour and cultural preferences.
For advertisers, the strategy underscores a broader shift towards combining product innovation with authentic storytelling, where celebrity endorsements support, rather than overshadow, the brand proposition.
The Last Word
WHISKAS' India-inspired fish range demonstrates that localisation is no longer confined to communication—it is becoming a product strategy. In the next phase of consumer marketing, brands that successfully blend global expertise with local relevance will be better positioned to build trust, drive adoption and create long-term category leadership.