Mumbai, May 29, 2025: Pet care is an emerging sunrise category for Godrej Consumer Products. The market is estimated at ₹6,000 crore, of which ₹5000 crore is estimated to be pet food. Food and a right diet play a critical role in overall development and health of any pet including pet dogs. Gut health is most important as 70% of a dog’s immunity lies in the gut. Poor nutrition leads to frequent gastrointestinal issues accounting for nearly 30% of vet visits.
To enhance gut health and immunity, Godrej Pet Care, a subsidiary of Godrej Consumer Products Limited (GCPL), introduced Godrej Ninja, a pet care brand offering scientifically formulated pet food for dogs. A TVC campaign has been launched in Tamil Nadu to support the rollout of Godrej Ninja across the state. The TVC is conceptualized and developed by Godrej Creative Lab, the in-house creative studio of GCPL.
Chirag Aga, Head of Marketing, Godrej Pet Care (GPC), shared, “Pet care is one of India’s fastest-growing consumer segments, driven by increasing awareness, evolving lifestyles, and the deep emotional connection between families and their pets. At Godrej Pet Care, we created Godrej Ninja by harnessing the collective strengths of the Godrej Industries Group—bringing together expertise in R&D, consumer insight, and brand building. While Ninja is currently available only in Tamil Nadu, this campaign marks the start of our journey to spotlight the vital link between gut health and stronger immunity in dogs. Our storytelling blends scientific credibility with emotional warmth—and of course, celebrates the irresistible charm of our furry companions.”
The Godrej Ninja TVC balances emotional storytelling with rational messaging—anchoring on a pet dogs well-being, while subtly introducing the benefits of Ninja’s nutrition. The ad’s warm, cinematic style and vernacular script enhance authenticity, building trust in a relatively new brand. The narrative’s focus on ‘family’ and ‘care’ ties in seamlessly with the ethos of pet parenting, which is fast evolving across urban and semi-urban India. The tagline ‘More gut Power, Less Sick Days’ reinforces nourishment and love—elements crucial in establishing a pet food brand’s emotional relevance.
Shalini Avadhani and Gaurav Kumar, Lead Creative Strategists – Creative Lab, Godrej Consumer Products Ltd, commented, “Godrej Ninja is designed to support dogs’ gut health, which is crucial in boosting their immunity. We wanted communication to reflect our expertise in pet nutrition, but without sounding overly clinical. That’s where the idea of the Dog-Doctor came in—a playful character with human hands to bridge scientific credibility with warmth and charm. The Dog-Doctor champions the idea that every dog deserves a healthy gut, and that’s exactly what Godrej Ninja delivers.”
Made and tested in India, Godrej Ninja delivers enhanced immunity and gut health via the 3Ps – Probiotics, Prebiotics and Polyphenols. This dry dog food is expertly crafted in collaboration with veterinary specialists to provide the precise nutrition needed for healthy gut and stronger immunity. The company uses only freshly sourced raw material to maintain the highest quality standards. Godrej Ninja contains 37 precisely balanced nutrients, enriched with Probiotics, Prebiotics, Vitamins, Omega-3 Fatty Acids, and Phytonutrients, ensuring complete & balanced nutrition to meet a dog’s dietary needs.
Godrej Ninja is proudly made in India and has been extensively tested with dogs across a wide range of breeds. The product meets or exceeds all Indian, US and EU standards and guidelines.
