Campaign India Team
Oct 17, 2017

Turn on the woofer this Diwali

A unique promotion draws attention to a common but unresolved problem

Turn on the woofer this Diwali

Every Diwali is a nightmare for pets. If you are a dog lover, you would have spotted the palpitations that every dog undergoes when noise levels are at an all time high from firecrackers and elsewhere.

This Diwali, Tonic Worldwide in association with Sony Mix and an NGO, Animals Matter to Me (AMTM) decided to focus on the problem.

“With the insight that music has healing powers, we came about with this solution of specially composed music for our furry friends” said Unmisha Bhatt, chief strategy officer at Tonic Worldwide. “This campaign is a great example of how good intent, music, insights and technology can come together to create magic. The power of digital will be used to make this music accessible to anyone and everyone who cares about dogs and this cause,” Unmisha added.

To calm the animals who are disturbed by the noise, the agency has created therapeutic music. Watch the video here:

Ashwin Dutt, creative director at Tonic Worldwide said, “The idea was to create something that not just helps dogs during Diwali but also during other occasions. I’ve also seen dogs suffering during separation, anxiety or situations such as bad weather. The music can also be used to calm down hyperactive dogs and whimpering puppies." The agency has also made the music freely available for everyone to download from

Like every person, even dogs would have different tastes in music, but when the music was tested among 150 dogs at the rehab centre of AMTM, the overall impact has been encouraging.

Hopefully, the day shall come when animal lovers can truly say, "Diwali is music to my dog's ears".

Campaign India