Bengaluru, April 21: The makers of SHEBA® brand of cat food, part of the Mars family of brands, has launched its ‘IGNORED TO ADORED™’ campaign, featuring brand ambassador Sharvari. Rooted in a simple yet powerful truth, that while cats are deeply loved, their affection is never assumed but earned, the campaign brings to life the journey from being ignored to truly loved.
The globally loved SHEBA® brand is known for its refined taste and thoughtfully crafted recipes made with carefully selected, quality ingredients. With a legacy rooted in crafting elevated feeding experiences, the brand has consistently shaped how cat parents engage with mealtime today. It reflects Mars Pet Nutrition’s expertise in creating products that make everyday moments of care more intentional and rewarding.
The campaign film features Sharvari at the heart of the narrative, bringing to life a sentiment that resonates deeply with modern cat parents, that while cats are deeply cherished, their affection is earned slowly, subtly, and entirely on their own terms. The campaign is part of a larger global rollout, featuring personalities such as Haley Lu Richardson in the US and Cat Burns in the UK.
As cat parenting continues to evolve in India, feeding is becoming far more than a routine. It is increasingly seen as one of the most meaningful moments of connection between cats and their parents. Grounded in Mars Petcare’s understanding of pet parent behaviour, the campaign taps into a defining truth of modern cat parenting, the desire for those small but powerful signs of love, trust, and approval that make the bond so uniquely rewarding, with the product design using expertise from the Waltham Centre for Pet Nutrition.
At the core of the campaign is the ‘7-Day IGNORED TO ADORED™ Challenge’, which encourages cat parents to focus on small, thoughtful, and consistent moments of care, especially during mealtime. It reinforces the idea that winning a cat’s affection is not about grand gestures, but about truly understanding what matters to them, turning feeding into a more meaningful ritual that strengthens the bond.
This dynamic comes alive in the campaign film featuring Sharvari. While she is effortlessly adored by the world around her, the one approval she truly seeks remains just out of reach, a contrast instantly familiar to cat parents. The film captures a fundamental truth of life with cats: their affection cannot be demanded, only earned. As the story unfolds, it is the power of understanding, expressed through thoughtful moments of care and indulgent mealtime experiences, that transforms the relationship from distant to deeply affectionate.
Speaking on the campaign, Ayesha Huda, Chief Marketing Officer, Mars Petcare India, said,
“Cat parenting in India is undergoing a clear and intentional shift, with today’s pet parents becoming far more discerning about the choices they make for their cats. Feeding is no longer a routine, it reflects care, quality, and the bond they share. We are not just responding to this shift, we are actively shaping it. Built on a strong global legacy of crafting premium, high-quality recipes and deep expertise in pet nutrition, SHEBA® products are redefining what indulgent, meaningful feeding looks like for modern cat parents. With ‘the IGNORED TO ADORED™ campaign, we are bringing this evolution to life in a way that is both culturally relevant and emotionally resonant, where thoughtfully crafted mealtime experiences become a powerful expression of connection between cats and their parents.”
Sharvari, brand ambassador for the SHEBA® brand, added,
“You can be loved by millions, but winning a cat’s approval is a completely different feeling and that is what makes this campaign so special to me. ‘IGNORED TO ADORED™’ campaign captures something every cat parent instantly understands: their affection is never automatic, and that is exactly what makes it so meaningful. I am proud to be the face of the SHEBA® brand in India, and I love how this campaign brings to life the role that care, patience, and indulgent mealtime moments can play in building a deeper bond.”
With its wide range of recipes made with carefully selected, quality ingredients including, fish and poultry products, SHEBA® meal combines exquisite taste with nutrition to elevate everyday feeding. Available in indulgent flavours such as Maguro & Bream Flavour, Fish with Sasami Flavour and Skipjack & Salmon Flavour under the SHEBA® RICH range, as well as with Tuna, Pumpkin and Carrot in gravy and other variants in the Delicious gravy range, SHEBA® recipes continues to bring together taste, quality and nutrition for discerning cats and the people who love them.
