MTV India to launch special show for pets

MUMBAI: Youth GEC MTV India is launching new music show MTV Woofer from 6 to 10 November from 12.30 am to 1 am. The special music show is designed for pets as de-stress therapy amidst the madness of festival. The special show will act as music therapy to calm and composing our furry friends. calm and composing

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.

Speaking about the initiative, Viacom18, Youth Music & English Entertainment – marketing head Navin Shenoy said, “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.”

Tonic Worldwide head of innovations Pratik Hatankar stated, “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.”