One-year-old Rubens is a pedigree Korat, a breed that originates from Thailand. He lives with his brother Schumi - they were named after the former F1 Ferrari team-mates. Schumi is also a competition winner, having won the Pet Month competition in Selfridge's recently.

"Rubens is extremely affectionate, demanding constant cuddles and kisses," said Joni.  "He loves to talk and I think he believes he is human."

Korats are very verbal cats. 

"He also has a wicked side to him and he is obsessed with being up high, constantly jumping on top of doors and he recently got stuck in a tree. He loves to explore and enjoys playing games. He dislikes being left out; he has to be part of every occasion. He also comes as part of a pair, he is extremely close to his brother (they are identical) spending every moment together," she said.

Miss Redpath bought the cats from "a fantastic breeder", Claire Harding-Brown, in Berkshire.

In addition to a initial £300 modelling fee, Joni receives £1,000 worth of cat litter to donate to the charity of her choice.

Commenting on the competition and new marketing campaign, Ashapura's President of Marketing, Vijay Chaudhari said: "We wanted to portray the relationship between the owner and their cat - pets are an important part of our lives."

PURA will be running further competitions throughout the year.  Entrants should e-mail their photos to puracats@ashapura.com

Pura "Moonlight" Ultra clumping cat litter, which emits lavender or baby powder scents when wet, is available in 7.5 and 20 litre bags. Look out for promotional packs containing 50 per cent extra material and free scoops and trays.

For further information telephone +91 22 666 51876, e-mail chaudhari@ashapura.com or visit http://www.ashapura.com/

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