Mars Petcare India Introduces AI-Powered “Pawsome Playlist” to Soothe Pets This Festive Season

As India steps into a season of celebrations filled with sound, lights, and excitement, Mars Petcare India has turned to artificial intelligence for a heartwarming cause. The company has launched the “Pawsome Playlist,” an AI-powered YouTube campaign under its flagship brand Pedigree. The playlist features soothing, dog-themed compositions designed to comfort pets and create moments of calm amid the festive bustle.

Using AI to Connect with Pets and Pet Parents

The “Pawsome Playlist” marks a creative intersection between technology, emotion, and empathy. Using AI-generated visuals and music, the campaign creates a sensory experience tailored for dogs, helping reduce anxiety triggered by loud festive sounds like crackers and celebrations.

Ayesha Huda, Chief Marketing Officer at Mars Petcare India, shared the emotional intent behind the idea. “As a pet parent, I understand the anxiety festivals can cause our pets. Bringing calm into their lives felt like the perfect way for Pedigree to celebrate the season,” she said.

The playlist also takes inspiration from Mars Petcare’s global partnership with Calm, a leading mental wellness company. Insights from this partnership revealed that 88 percent of Indian pet parents believe their pets help reduce their own anxiety — a fact that inspired Pedigree to create something meaningful for animals in return.

A Campaign Rooted in Emotional Wellness

The “Pawsome Playlist” reflects a growing trend in pet care marketing that focuses on emotional wellness and shared experiences. With rising urban stress levels and the growing presence of pets as family members, the campaign highlights how brands can use innovation to promote holistic well-being for both animals and their humans.

Each track is crafted to be soft, melodic, and rhythmic, curated to help dogs relax while reinforcing a sense of companionship between pet and owner. It’s not just a marketing initiative, it's a moment of pause designed to make celebrations inclusive for every member of the household, furry or otherwise.

Redefining Festive Marketing Through Compassion

In a market saturated with high-decibel festive ads, Mars Petcare’s approach stands out for its empathy. Instead of chasing human attention with noise, the brand turned its focus toward animals affected by the same sounds. The use of AI here isn’t for novelty but for nurturing — showing how technology can enhance connection rather than distraction.

As Huda noted, “This festive season, let’s give back to our pets and offer them the calm and comfort they give us every day.”

With this thoughtful initiative, Pedigree positions itself not just as a pet food brand but as a companion in emotional care, blending science, compassion, and technology into one harmonious experience.

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