Sony YAY! associates with Animals Matter To Me to make this Diwali ‘Pawesome’

This Diwali, in order to light up the lives of 'furry friends', Sony YAY! has partnered with Animals Matter To Me - an NGO and rescue foundation in Mumbai, to encourage children in India to love and care for animals.


With this initiative, Sony YAY! has taken it upon itself to re-ignite the bond of love and friendship that naturally exists between animals and humans. To make this Diwali a memorable and ‘pawesome’ one Guru and Bhole from Sony YAY! along with children, will visit the Animals Matter To Me center in Mumbai to spread some cheer and share some love and affection to the animals there. Through this the channel and the NGO aim to spread awareness about caring for animals, this Diwali, on their digital platforms. Both will promote different ways to protect animals from cruelty, the effects of our actions on them, the concerns pertaining to their wellness as well as trivia. A special helpline number, created for Diwali, will also be shared and promoted for people to be able to report any cruelty.

Through this initiative, Sony YAY! aims at creating new and responsible standards for festive celebrations, while setting an example to all their little fans to celebrate a happy and safe Diwali with everyone.

Leena Lele Dutta, Business Head, SPN Kids Genre says, “We believe a partnership of this kind is truly unique as it gives us an opportunity to positively influence and impact the lives of our audiences. Being an animal lover, a campaign like this has always been in mind. And now with a platform like Sony YAY!, reaching out to thousands of kids is possible. As a channel, we aim to lead by example and spread awareness to our children that love, happiness and joy should be extended to our four-legged friends as well. There couldn’t have been a more appropriate time than Diwali to kick start this association, as it is during this time of the year that animals suffer the most. We are delighted to have Animals Matter To Me as our partners, as they are truly dedicated to this worthy cause.”

Ganesh Nayak, Founder, Animals Matter To Me says, “Animals Matter To Me, Mumbai is an NGO working for the welfare of strays animals & abandoned pets. All species are accepted for emergencies and care. AMTM caters to all forms of speechless forms be it an animal, bird or a reptile. Let’s light up lives of less-fortunate stray animals, abandoned pets and the homeless on streets with sweets and lights instead of polluting the environment and the lives around us. Let’s go for a cracker-free Diwali!”

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