Guwahati: PETA (People for the Ethical Treatment of Animals) is known for its shock tactics and baffling advertisements to make a point. A new billboard asking people to “go leather-free” this Raksha Bandhan left many netizens scratching their head.
In a Twitter post introducing the new billboard campaign, PETA wrote, “This Raksha Bandhan, protect cows too.” The billboard posters are now up in Ahmedabad, Bhopal, Chandigarh, Jaipur, Kanpur, and Patna.
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Additionally, in a blog post, PETA wrote, “We aim to raise awareness of the cruelty that cows, buffaloes, goats, and other animals endure before their skin is turned into shoes, bags, and other accessories.”
Netizens slammed PETA for the ill-timed campaign with most questioning the relation between leather and rakhis. As the strings that women tie on their brother’s wrist are seldom made of leather. Hence using the auspicious day of celebration of sibling love and protection has no part in cow protection and the usage of leathers they argued.
First of all we don’t need any special day to protect cows. Second leather is not used in Raksha Bandhan. It is because of these stupid behaviour people don’t take @PetaIndia seriously. You all know that no leather is used in Rakhi but still you have to target this festival.
— Rahul Singh (@ChauhanRahul000) July 15, 2020
Leather Rakhis ? Never heard of them.
But I know of LEATHER BAGS, WALLETS, BOOTS , JACKETS, BOOK COVERS, BELTS,and more. But these are not pertaining to My religion alone and hence won’t fit your agenda and will never be heard in big hoardings ever. #PETA @PetaIndia
— positivitea (@bubbpowerpuff) July 16, 2020
First of all, fabric is not made out of leather. Let this be clear, very clear to you. Then how come you @PetaIndia have reached to this bizarre logic and conclusion?
— Joshi (@joshi_gc) July 16, 2020
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It seems that @PetaIndia gets up from the sleep only at the time of hindu festivals, and where have you seen people wearing leather rakhis?? We don’t even eat meat or eggs on the auspicious day of Rakhsbandhan.
— Himanshu Vishnani (@HVishnani) July 15, 2020
This is totally appreciated “PETA” campaigning for leadher free Raksha Bandhan.. (God knows either leadher is being used in Rakhi or not !)
I am waiting this kind of campaigning for Bakrid @PetaIndia #rakshabandhan #jivdaya #bakrid pic.twitter.com/EUfnlqbzAE— विजय ठाकर (@VIJAYTHAKERJI) July 15, 2020
Wearing leather and celebrating Raksha Bandhan have absolutely NOTHING in common!! You embarass yourself with such tweets, PETA♀️
— Roopa Banerjee (@roopabanerjee) July 16, 2020
PETA clarified on Twitter that their intention was never to imply that rakhis are made of leather. It was rather a ploy to extend the spirit of ‘protection’ towards cows as well. They wrote, “We didn’t say rakhis are made of leather. We said Raksha Bandhan is a good day to extend protection to cows who are our sisters under the skin by taking a pledge to go leather-free, for life. That’s a message all kind people can get behind.” In yet another reply they clarified that “It’s simple: Cows need protection. Raksha Bandhan is a great day to extend protection to our sisters in the animal kingdom by pledging to go leather-free for life. The outrage is better directed at this violence, rather than at a message of kindness.”
We didn’t say rakhis are made of leather. We said Raksha Bandhan is a good day to extend protection to cows who are our sisters under the skin by taking a pledge to go leather-free, for life. That’s a message all kind people can get behind. https://t.co/qoVkRQe5DT
— PETA India (@PetaIndia) July 16, 2020
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This is not the first time that PETA received backlash with its billboard campaigns. Earlier this month a billboard campaign offended Islamic sentiments in Lucknow as it urged people to turn vegan and stop goat slaughter. This happened right around the time of “Bakri Eid” wherein goat slaughter is a part of the ritual which was just around the corner.