Henlo's anatomical posters against imported dog breeds won two Grand Prix at Abby 2025

India's premium pet owners increasingly bought imported breeds — Siberian Huskies and St. Bernards — as status symbols, in a climate these dogs were never built for. Henlo, a pet-nutrition brand built around local ingredients and local dogs, decided the category's problem was also its positioning opportunity.

With Famous Innovations, Henlo launched 'The Anatomy of Suffering': vintage-style anatomical engravings titled 'Anatomy of Misplaced Love', 'Anatomy of Displacement' and 'Anatomy of Death Wish', showing the physical distress exotic breeds endure in India's tropical climate, rendered like 19th-century medical plates.

The campaign confronted vanity-driven buyers directly, arguing that a pet's wellbeing should outweigh looks and urging them to adopt local Indian dogs better suited to the environment. The tagline 'Proudly Indian' turned Henlo's local-dog positioning into a statement of principle rather than a marketing claim.

The series won two Grand Prix at the Abby Creative Awards 2025 — in Still Print & Still Craft (Art Direction) and Out-of-Home (Ambient Media) — and was entered at Cannes Lions 2025, giving a young challenger brand an awards haul larger FMCG budgets rarely match.

Show the suffering behind status breeds

The campaign chose a real, visible problem — exotic breeds suffering in tropical heat — rather than inventing one.

The vintage anatomical style made a print series feel like evidence, not advertising.

Henlo's local positioning let it make the ethical argument credibly.

Confronting status buyers directly created the controversy that spread the message.

A challenger with a local-difference can weaponise the category's own shame: attack the status behaviour that harms the customer's pet, and the ethical point doubles as positioning.

Famous Innovations' double Grand Prix made 'The Anatomy of Suffering' one of the most decorated Indian campaigns of 2025, ahead of the brand's Cannes entry the same year. Henlo used the platform to advocate for adoption of local dogs, turning a young pet-food startup's values into the reason a discerning buyer chooses it over imported-brand rivals.