This festive season, dog food brand PEDIGREE from Mars Petcare launches the AI-powered ‘Pawsome Playlist’, a digital initiative designed to bring calm and comfort to pets for an anxiety-free Diwali.
Built on the understanding that dogs respond deeply to consistent, soothing rhythms, the playlist uses AI-generated tracks crafted specifically to comfort and relax pets during this festive season. With guidance from veterinarian Dr. Jasleen Kaur, the PEDIGREE brand in India decoded the impact of calming frequencies on canine behaviour and used AI to create a special Diwali Playlist on YouTube.
Ayesha Huda, Chief Marketing Officer, Mars Petcare India said, “At Mars Petcare, we understand that pets do more than keep us company — they help us feel calm, connected, and cared for. This insight was reinforced through our global partnership with Calm, where 88% of Indian pet parents shared that their pets help reduce anxiety. This festive season, with ‘Pawsome Playlist’ we decided to give back to our pets and bring them the same sense of calm and comfort they bring to us every day.”
Dr. Jasleen Kaur, Veterinarian said, “Music is a powerful tool in shaping animal behaviour. My partnership with the PEDIGREE brand in India to create an AI-driven playlist that helps keep dogs calm during Diwali is truly exciting. It’s great to see technology being harnessed to improve pet wellbeing and enhance the pet-human bond in such a natural and intuitive way.”
Shyam Nair, Executive Creative Director, 22feet Tribal Worldwide said, “Since music is the heart of every festive season house party, we decided to use it to help pets. Each AI-crafted track was science-backed to calm pets, while its name like ‘Sugar? No Please.’ or ‘Wait for Wags.’ nudged everyone to care better. It’s empathy, set to a beat.”
Through the initiative, the PEDIGREE brand in India reinforces its commitment to enhancing the lives of pets and their families. This reflects Mars Petcare’s vision of creating ‘A Better World for Pets’, blending love, technology, music, and innovation to deliver truly pawsome experiences.
Credits:
Creative: Shyam Nair, Devika D Bakshi, Jyotsna Miskeen, Abhignaa Jagirdar, Anima Dwivedi, Saloni Agarwal, Rajat Bhandari, Sai Vibhuti Chauhan, Pranav Gupte, Sahil Agarwal
Business: Shikha Davessar, Malavika C, Yesha Shah, Swastik Chadha, Ayush Ray
Production: Reshmi Ghosh, Anmol Sheth
Strategy: Aloki Shah, Rachita Goel, Sanchari Chakrabarty
Finance: Ajay Gupta, Tapas Baral, Ajinkya Kanchavade
