Dogged ambition: What makes Pedigree's ad campaign one the best

Pedigree is a powerful reminder about the original duty and power of advertising - to sell, and to beautifully and persuasively sell, says Narayan Devanathanm, Group Executive Officer, Dentsu Branded

Group Executive Officer of Dentsu Branded Agencies, Narayan Devanathanm explains why Pedigree's ad campaigns are his favourites, in an interview with Business Standard. Edited excerpts: 

Which is your favourite campaign and why?

Let me ask you a question before I get into it. Can you name a dog food brand other than Pedigree? Chances are that whether you’re a dog owner/lover or not, whichever part of the world you’re in, you’d either have heard of Pedigree or wouldn’t be able to recall any other brand. Which means that Pedigree has a big problem on its hand. Everybody knows it and