Mars Petcare awards digital mandate to 22feet Tribal Worldwide

The agency will take care of the brand's social media, website development, campaign ideation, content creation and curation.

22feet Tribal Worldwide, part of the DDB Mudra Group, has added Mars Petcare to their portfolio of clients. The digital creative mandate will make use of 22feet Tribal’s expertise in social media, website development, campaign ideation, content creation and curation and SEO strategies for their brands Pedigree, Whiskas, and Sheba.

The Indian pet care industry is flourishing as adoption continues to rise. The pet food market alone is expected to touch Rs. 10,000 crores by 2025 with people spending approximately Rs 23,000 annually on pet food and treats. Moreover, pet parents are aware and mindful about what goes into their pet’s food.

Mars Petcare embraces the knowledge and awareness around pet food. It strives to attain its goal of ‘a better world for pets’ through innovation and research to provide them with the best nutrition.

Speaking on the partnership, Madhur Khanna, marketing director, Mars Petcare said, "We are excited to have 22feet Tribal Worldwide on board with us to manage the social media mandate of our market brands, Pedigree, Whiskas, and Sheba. As we look to further our presence and bring larger innovations in the Indian market, we were looking for a partner with comprehensive expertise and command of the digital ecosystem. I am certain that this partnership will yield remarkable results and I look forward to working together with the teams in complete synergy."

Vanaja Pillai, president, 22feet Tribal Worldwide commented, “We are beyond excited for this opportunity to partner with one of the most loved pet care food brands globally and in India. Many of us at 22feet are pet parents ourselves, and we understand the deep love and connection people have with their furry companions. The pet care industry is seeing tremendous growth and opportunity in India, and a large part of this will be aided by digital brand building. With 22feet’s commitment to creating digital experiences that lead to action, we are confident of the impact we can drive in this partnership on these exciting brands.”