Dogs and Diwali: A Tale of Stress and Restlessness

India’s noisy metros attain peak levels of noise during Diwali and other festivities. With a frequency hearing range 7 times more than humans, dogs – both pets and strays – face elevated levels of stress and restlessness caused by the high-decibel sound of cracker bursts.

The relentless noise leads to anxiety attacks, palpitations, and restlessness among dogs. Unfortunately, they find no escape from this and can sometimes take weeks to recover from the trauma. Recognizing this predicament, Animal Matters to Me, an animal welfare NGO, felt compelled to find a solution for the 30Mn+ dog population.

Finding a Solution in Sound

Helping millions of dogs in such a short span seemed impossible. We needed a solution that was scalable and easy to deploy during the festive season. That is when we delved deep into multiple research papers by veterinarians and insights from animal experts that pointed towards the healing powers of music. You heard it right! The use of music showed great potential as an effective & easy-to-implement therapeutic measure to improve animal behaviour, health, and welfare. Tonic Worldwide collaborated with renowned musician Siddharth Basrur to make this a reality!

Bringing a Stress-Free Diwali for the Furry Friends

Extensive experimentation led the musician to conclude that classical music could serve as an effective means of soothing animals. The #TurnOnTheWoofer campaign combined ambient classical melodies with lo-fi beats to create a harmonious blend.

To take it to the world, we made the therapeutic track freely available on the campaign website www.turnonthewoofer.com. The digital platform allowed anyone concerned about dogs and their well-being to access the calming effects of the music. Owners, trainers, keepers, and managers took keen interest in the research and potential benefits of using auditory enrichment for animals in their care. Positive outcomes included reduced anxiety and improved sleep patterns among the dogs, echoing the campaign’s success.

The Magic of Our Musical Idea, Built Harmony

Sony Mix joined to support and amplify the cause. The intention was to provide comfort not only during Diwali but also in other anxiety-inducing situations. Inspired by the initiative, MTV India joined hands the following year and created a special TV show and added the music on their FB page to reach as many dog lovers as possible. The campaign received appreciation from PETA – the largest animal rights group in the world and several celebrities, across the world.

The convergence of good intent, insights, technology, and music fostered a harmonious connection between humans and their four-legged furry friends.

50 Mn+

Reach on social media

17 Mn+

TV episode tune-ins

USD 5.5 Mn

Earned media

Launch of India’s first ever

TV music show for dogs

Adoption across India

by major dog rescue shelters

Next Case

Position South Africa as destination of choice for travellers

Smiles that break records

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