Pan-India initiative empowers pet parents to question misleading labels and make informed choices for their animals’ long-term health.
DELHI, INDIA – June 30, 2025: BLEP, the clean-label, human-grade pet food company known for real ingredients and radical transparency, has launched its latest digital initiative: the #NeverAgain campaign. Designed as a nationwide movement, the campaign aims to educate pet parents on the everyday nutritional pitfalls often hidden behind vague labels and marketing jargon—and to promote mindful feeding choices that prioritize pet health.
At its core, #NeverAgain seeks to shatter the common misconception that premium packaging equals quality nutrition. It invites pet parents across India to take simple, powerful pledges such as “Never again will I feed without reading the ingredient label” and “Never again will I assume ‘chicken flavour’ means real chicken.” By doing so, BLEP hopes to inspire a shift from passive trust to active awareness in pet care.
Interactive, Community-Led Storytelling
BLEP is rolling out the campaign with an engaging, creator-led digital strategy across Instagram and other social platforms. Leading pet content creators, holistic pet care experts, and real pet parents are sharing their personal #NeverAgain stories, highlighting the tangible link between mindful nutrition and improved health outcomes for pets. The campaign also features a nationwide social giveaway: ₹5,000 will be awarded to the most impactful story shared under the #NeverAgain hashtag, encouraging user-generated content and two-way dialogue within India’s growing community of modern pet parents.
A Sobering Wake-Up Call
BLEP’s campaign is backed by alarming statistics: pet diabetes has surged by 900% in recent decades, and 59% of dogs and 61% of cats in India are now overweight or obese. Even more concerning, one in two dogs over age ten is likely to develop cancer, and one in five cats will face it in their lifetime. BLEP hopes these figures will catalyze greater accountability and awareness in India’s pet care industry.
“Pet parents are doing their best, but many don’t realize what’s actually in the food they’re buying,” said Ravi Rathi, Founder of BLEP. “This campaign is about rejecting blind trust and choosing awareness. It’s not about fear—it’s about clarity, community, and better choices.”
A Personal Mission for Change
BLEP’s founding and the #NeverAgain movement were inspired by Ravi’s personal experience with his dog, Max, who suffered health problems on commercial pet food that improved only after a switch to simple, home-cooked meals. This journey solidified BLEP’s mission: pet food should be as thoughtfully sourced and transparently labeled as human food.
Outside of BLEP, Ravi remains active in animal welfare, supporting local adoption drives and shelters—underscoring that this campaign is not just a brand initiative, but a heartfelt commitment to pet wellness.