The Hindu Business Line : Hutch faces heat over Dravid ad hoardings

WHILE telecom services provider Hutch has withdrawn its controversial television commercial featuring cricketer Rahul Dravid and a parakeet, activists from People for the Ethical Treatment of Animals (PETA) are going hammer and tongs against the company for continuing ads through hoardings. "We have written to O&M and informed the Animal Welfare Board of India (AWBI) to withdraw the hoardings depicting the parakeet," said the PETA India Chief Functionary, Ms Anuradha Sawhney.

The ad campaign, created by advertising agency O&M, has violated the Wildlife (Protection) Act, 1972 (WPA), and the Prevention of Cruelty to Animals Act (PCA), 1960, and did not have AWBI's approval. A source at O&M pointed out that technically, the hoardings were not part of the legal notice. "We have responded to the Animal Welfare Board by apologising and taking the ads off air," said Ms Renuka Jaypal, National Business Director, O&M. She added that the agency had received the PETA letter on June 28 and the ads were completely off air by July 4. In this case, O&M did not apply for the required permission.

Animals have to be hired from animal suppliers, who are registered with AWBI, and not a single animal supplier in Mumbai is legitimately registered. Though permission to promote domestic animals can be availed from AWBI on producing details of the shooting and supporting it with a veterinary certificate, it is illegal to use wild animals such as elephants, and birds such as parakeets, which are protected under Schedule I and Schedule IV of WPA and no permission can be granted.

However, PETA activists say they will continue to pressure the agency to take down the hoardings. PETA also plans to urge AWBI to monitor all ads featuring animals. Its next target is an ad campaign featuring an elephant by oil retailer Hindustan Petroleum Company Ltd (HPCL). "How can a Government company like HPCL promote itself by using an elephant when it is the Government that has set the PCA Act and WPA Act in place?" questions Ms Sawhney.

PETA also plans to target Government companies that use animals in their promotions. The other brands on the PETA hit list include Nestle's Munch featuring a parakeet, Siyaram's suitings ad showing cockfight, a practice banned in India, and the Fanta ad featuring an elephant.

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