As India celebrates Diwali, pet-care brands have an opportunity to take the conversation beyond festive promotions and champion animal wellbeing.

By Prateek Dayal, Royal Canin

Diwali is a time of lights, celebrations and togetherness. But for many pets, the festivities bring a very different experience. While families enjoy fireworks, dogs and cats often struggle with loud, unpredictable sounds, unfamiliar visitors and disrupted routines.

The concern is more than behavioural. Dogs can hear frequencies of up to 45,000 Hz, compared with around 20,000 Hz for humans. A 2019 study published in PLOS ONE, involving 1,225 dogs, found that 52.2% experienced fear of fireworks. For animals, what people consider a moment of celebration can become a source of considerable distress.

The impact extends beyond household pets. Street animals also face the noise and chaos, often without access to a safe space or familiar caregivers.

Wellbeing Goes Beyond Physical Care

Nutrition, vaccinations and regular veterinary visits are essential, but emotional wellbeing deserves equal attention. Hiding, withdrawing or appearing restless can be signs of anxiety, not behavioural problems.

Pet parents can help by creating a quiet, secure space, keeping doors and windows protected, avoiding potentially harmful festive foods and ensuring fresh water is available.

A Bigger Role for Pet-Care Brands

For brands, Diwali offers an opportunity to move beyond discounts and seasonal promotions. Pet parents need guidance and reassurance, not just products. Brands can help through accessible educational content, veterinary expertise and support for animal-welfare initiatives.

This responsibility should extend beyond festive campaigns into a year-round commitment.

Ultimately, campaign success should be measured not only through impressions and clicks, but also through awareness created and safer habits encouraged.

A truly inclusive Diwali is one where every creature, at home or on the streets, has the chance to feel safe.