Animal rights body PETA has launched a campaign against the "archaic and cruel elephant ride industry" at Amer Fort in Rajasthan.
People for the Ethical Treatment of Animals (PETA) India put up a billboard in Jaipur, displaying the message "Shackled, Beaten, and Abused. Be A Compassionate Traveller: Say No To Elephant Rides", the organisation said in a statement today.
"The wrenching image of a suffering captive elephant being viciously beaten by a group of men should be enough to convince any compassionate person never to sling a leg over an elephant's back," PETA India CEO Manilal Valliyate was quoted as saying in the statement.
"PETA India's billboard is the latest step toward our work to shut down the archaic and cruel elephant ride industry at Amer Fort."
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