If you’ve ever lived in India, you can never forget the grandeur of Diwali. The streets are embellished with lights and everyone takes part in this glorious extravaganza of happiness. But unfortunately, India’s biggest festival is a nightmare for dogs with noise levels reaching up to 116.4 decibels. While it’s unbearable for humans, imagine what our furry friends go through who hear 4 times more than us. We didn’t want our friends to feel left out and helped them relax just the way humans do – by listening to music.

Introducing Woofer - therapeutic musical album for dogs.The campaign #TurnOnTheWoofer introduced specifically composed music for dogs which was created by renowned musician Siddharth Basrur. The music was an amalgamation of special ambient, instrumental and meditational music which was created using guitars, keys and native instruments. To ensure it had the maximum impact, special low-level beats and rhythms were used.

We composed psycho-acoustically arranged music which was created using guitars, keys and native instruments.The motif involved the association of specific musical keys with particular emotions that triggered diminished agitation, improved mood and lower levels of stress.

While the campaign #TurnOnTheWoofer was launched during Diwali, the idea was to create something that not just helps dogs during Diwali but also during other situations such as separation anxiety or bad weather. To amplify the cause, Woofer was also made freely available via a special Microsite, Social Media, Emailers and Radio. Celebrities and influencers extended their support on Social Media.

Residential societies and animal NGOs took the support of Woofer during the noisy evenings of Diwali and the music created an impact in the lives of thousands of dogs.

Trended on Social Media and generated an audience of 3 million

The campaign earned 7 million impressions

The campaign was covered by prestigious advertising portals around the globe such as Campaigns Of The World, The Drum, Coloribus, Campaign Brief Asia, Ads of the World and famous national news platforms such as Mid-day, The Times Of India and Mumbai Mirror to name a few

Radio One, India’s leading radio station also approached us to play the music on-air

Within just 2 days, the music received 5102 downloads

The music was also made available on 20+ popular music apps globally