Home >> cannes-lions >> Article

#TurnOnTheWoofer a true blue winner at Cannes: CEO, Tonic Worldwide

18-May-2018
Font Size   16
#TurnOnTheWoofer a true blue winner at Cannes: CEO, Tonic Worldwide

Digital marketing agency Tonic Worldwide is throwing its hat in the ring at Cannes Lions International Festival of Creativity with its #TurnOnTheWoofer campaign.


The campaign addresses the need to soothe dogs during the festival of Diwali. The festival of lights turns out to be a nightmare for dogs. With noise levels reaching up to 116.4 decibels, noise pollution during Diwali increases the stress levels in dogs as they hear 4 times more than humans.

Tonic Worldwide developed a special music playlist that helped them relax -- Woofer - therapeutic music for dogs to destress.

Commenting on the entry, Chetan Asher, Founder & CEO, Tonic Worldwide said, “Turn on the Woofer is an initiative by some of our Tonickers who strongly believed in the cause and work closely with the NGO 'Animal Matters to Me' . When causes are close to your heart, solutions come easily. I am proud of my team and having come up with a solution for the problem rather than just another campaign is what makes this special for us. It’s a true blue winner in my mind!"

The campaign #TurnOnTheWoofer introduced specifically composed music for dogs which was created by musician Siddharth Basrur with a technology which took weeks of research and trial. 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. 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.

The music was played to 150 dogs in the rehab facility of Animals Matter To Me, an animal NGO committed to the welfare of all types of animals.

The MD of Sai Estate Consultants, Chembur, on their marketing strategy, adopting a carpet bombing approach, response to the Wajood app and why he now allocates maximum of his marketing spends on digital

Prachi Mohapatra on fbb’s latest campaign, one-year after going omni-channel, and its growing reliance on content marketing

The marketing head of Greenpanel on marketing approach and how the company is working towards educating consumer about MDF

BookMyShow, Uber, Chumbak, Viacom18 and Radio City are some of the clients of the company

right
left
KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018

Experts from the advertising industry revealed their mantra for publishers at a recent event held in Delhi

Competition Vs Collaboration. Experts discuss which will help both digital and traditional media produce best results

He is said to be considering various offers and will take a decision soon