"Diwali calls for a big family gathering with each family member indulging in the joy of festivities. The only member of family who does not share the same joy is the innocent pet. Our pets are hugely affected by noisy firecrackers and it is our responsibility to protect them from any sort of discomfort," Navin Shenoy, Marketing Head -Youth, Music and English Entertainment, Viacom18, said in a statement.
"MTV is proud to announce a first-of-its-kind initiative - 'MTV Woofer', to help this cause. Through this initiative, a talented bunch of dog-loving musicians of our country have created some soothing music exclusively for dogs. We hope our special initiative for the welfare of pets makes this Diwali more comfortable for our 'pawsome' friends," Shenoy added.
It will be aired from Tuesday to November 10 on MTV.
(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)