PETA India, based in Mumbai, was launched in January 2000 with the principle that animals are not ours to experiment on, eat, wear, use for entertainment, or abuse in any other way, while also educating policymakers and the public about animal abuse and promoting an understanding of the right of all animals to be treated with respect.
With their unconditional love they always work in animal welfare, through this campaign as well they just wanted to highlight an animals pathetic condition in Tamil Nadu and wanted to pressurize the southern state to release the jumbo and ensure that Joymala (the elephant) was supposed to send to a specialized rehabilitation centre as it requires skills to handle abused elephants.
As PR professionals, our main aim was to get the coverage done on the best platform with the highest reach possible. We decided to get their hashtag on the top to attract more audience attention. Our social media expert planned to make videos for YouTube as it always has higher visibility in comparison to other modes of communication.
Our team was able to get the campaign covered on a few national-level platforms. With our high level of experience, we were able to get their hashtag on the first trend on Twitter and that genuinely give the campaign true success. The videos published on YouTube gave an overall success to the campaign as the videos got huge success with the higher number of views.