Celebrated as one of India’s most auspicious festivals, Diwali calls for family gatherings, sweets, and lights with each member indulging in the happiness of the festivities.  Amidst these festivities, one usually tends to neglect how these celebrations affect the animals around us. Urging Indians to open their hearts and homes to pets and strays this Diwali, pet care brand, Wiggles launched its Diwali campaign #NoToNoise.

The digital campaign focuses on ensuring that pets and animals will equally enjoy the festive season filled with cheer, positivity and happiness. It also engages with customers and stakeholders through an experiential outreach, a press release from the company said.

According to research, dogs can hear sounds 4X stronger and louder than humans can. And while humans can protect themselves from such noises, dogs are unable to do so.

The #NoToNoise campaign by Wiggles was ideated to increase awareness of the fact that though there has been a reduction in the bursting of crackers, it hasn’t ceased completely and that voiceless friends still need to be protected from such loud noises and the pollution that accompanies it, the company said.

Speaking on building a pet inclusive atmosphere during Diwali, Anushka Iyer, Founder and CEO, Wiggles, said, “What may seem like a celebration to us is certainly not a celebration for our pets. Diwali is generally the toughest period of the year for animals, not only does the noise cause anxiety and health issues, but it also makes them anxious, leaving them unsettled and uncomfortable for days on end. At Wiggles, each one of us continues to renew our commitment to celebrating a noise-free, pet friendly and animal inclusive Diwali and we urge everyone around us to also contribute to making Diwali pet and animal safe in India.”