On World Environment Day, Hindu ‘applauds' 'valiant humans' for killing elephant

The sarcastic ad retains the publication’s style of long-format copy, offering a stinging commentary on human callousness

e4m by exchange4media Staff
Updated: Jun 5, 2020 4:21 PM

After it won accolades for its thoughtful ad on turtles for World Wildlife Day, the Hindu Group is back with another scathing one for World Environment Day. The publication has focused its attention on the death of an elephant in Palakkad, Kerala, which has rattled public conscience.
In its latest ad centred on the incident, the Hindu Group has released a message for World Environment Day, which highlights human greed and ego that has cost many a pachyderm life.
The ad sarcastically praises “valiant humans” for bringing down the “uncrowned king of the jungle.” Alluding to the elephant’s death, the ad mentions how humans “end the elephant’s reign” by lacing food with deadly poison when there isn’t a gun handy to kill the animal. It also goes on to name other casualties of human “courage” like oak trees, whales, birds and evergreen forests.
The ad retains the publication’s style of long-format copy, which was also seen previously in its campaign for World Wildlife Day and the coronavirus crisis.
The incident came to light on May 27. A pregnant elephant died after eating a pineapple stuffed with firecrackers which exploded in her mouth. Unable to bear the pain, the elephant stood for a whole day in the Velliyar river area in Palakkad district before collapsing to her death.

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