India is home to the noisiest cities. The average noise level in an Indian metro is 71.25 decibels rising up to 123.2 decibels during Diwali and other festivities. Diwali, synonymous with lights and crackers, takes a toll on over 30 million dogs in the country. Dogs hear a frequency range of 40 to 60,000 Hz which is 7 times more than a human. Because of this ultra sensitivity, dogs have a terrible time with very loud noises which affect both, their health and behavior. The objective was to create awareness and provide some respite to the problem

While the Nation was celebrating Diwali with crackers and festivities, MTV celebrated it with MTV WOOFER - India’s first television music show to soothe stressed out dogs. Special music for dogs was created after weeks of research and trial with low level beats and rhythms. When tested, this music conclusively proved to have a soothing effect on dogs. MTV Woofer was composed by 3 talented musicians- Sidharth Basrur, Winit Tikoo and Roshan Machado along with world leading pet experts. The content was divided into 2 categories: Relaxation and Stimulation. MTV also became the World’s first TV channel to have a time-band dedicated to playing soothing music for dogs.

With over 1.3 billion population in India, a fraction of it cared about dogs. The rest of them were ignorant about the cause and wouldn't change a cultural celebration . The strategy thus was to find a solution to heal rather than change external factors

Physiological and psychological effects of listening to music have been documented in humans. The changes in physiology, cognition and brain chemistry and morphology induced by music have been studied in animal models, providing evidence that music may affect animals similarly to humans. Information about the potential benefits of music to animals suggests that providing music may be used as a means of improving the welfare of animals, such as through environmental enrichment, stress relief and behavioral modification. Strategically we decided to Fight Noise trauma With originally composed Music for dogs

3 unique tracks with custom notes that have a healing effect on dogs was created by 3 different musicians for the show 'MTV Woofer' , which was launched first on MTV. The show was promoted with on air promos which targeted dog lovers and pet owners across MTV and other network channels like Colors Infinity, Colors, MTV Beats, VH1 and Comedy Central. Dog lover communities, Tv Celebrities and Influencers supported and amplified the show. Even PETA - a non profit organization organically endorsed the campaign and promoted it on their social media platforms. International Celebrities got involved and endorsed the campaign.

MTV Woofer was also promoted on MTV’s Digital Platforms and cross promoted on other digital channel properties like VH1, Comedy Central, Colors Infinity and Colors.

The music was also made available on MTV India’s Facebook page.

17 Million Dogs tuned in with their 17 Million Dogs.

*The campaign generated free-media worth USD 5.5 million.

*On Facebook, engagement-rate went up a record 162%.

*On Twitter #MTVWoofer trended nationally with over 6 million impressions.

*The campaign garnered a total reach of 50 Million on social media.

*MTV Woofer was adapted at 6 major dog rescue shelters across the country.

*MTV Woofer will soon be adapted in Countries like Bangladesh, Indonesia, Thailand as a dedicated time band for Dogs.