How MTV's unique initiative for pets during Diwali turned out to be much safer for them this year

India’s much-awaited festival of lights is just round the corner and its time the country will regale in the festive fervour. But amidst the festive madness, the welfare of our beloved animals, what we love to call Man’s best friend, becomes a significant concern. Music is a therapy and studies have proved that much like humans, the adorable animals also de-stress with tunes that is calm and composing to their ears. This Diwali, MTV, India’s No.1 Youth Brand brings ‘MTV Woofer’, a special music show designed for our furry friends from 6th November to 10th November, from 12:30AM to 1AM. The music will also be available on MTV India Facebook page starting today. The agency partner on this initiative is Tonic Worldwide – an independent digital agency.
 
MTV Woofer brings together the creative expertise of the young, talented musicians- Sidharth Basrur, Winit Tikoo and Sid Coutto. With 24 minutes of impeccable tunes that has required weeks of research and trial with special low-level beats and rhythm. The trials have conclusively proven that the tunes have a soothing effect on the pets.
 
Speaking about this initiative, Navin Shenoy, Marketing Head –Youth, Music & English Entertainment, Viacom18 said, “As one of the most auspicious festivals of India, Diwali calls for a big family gathering, with each member of the family indulging in the joy of festivities. The only member of family who does not share the same joy is the innocent pet.  Our pets are hugely affected by noisy firecrackers & it is our responsibility to protect them from any sort of discomfort. MTV is proud to announce a first-of-its-kind initiative - MTV Woofer, to help this cause. Through this initiative, a supremely talented bunch of dog-loving musicians of our country have created some soothing music exclusively for dogs. We are proud to be India’s first TV channel to have a time band dedicated to playing soothing music for dogs. We hope our special initiative for the welfare of pets makes this Diwali more comfortable for our pawsome friends.”
 
Pratik Hatankar, Head of Innovations – Tonic Worldwide said, “The stress that dogs go through every Diwali is known to all. Year after year the awareness about the cause seemed to be increasing, but there’s been no real solution. With MTV and the special show that we are co-curating with them, the objective is to reach out to as many dog lovers as possible and scale up the solution.”
 
This Diwali, rejoice to the tunes of #MTVWoofer with pooch buddies, starting today the music will be available on MTV India Facebook Page and on TV Screens from 6th November to 12th November, from 12:30AM to 1AM.