“I’m ME, Not Mutton!” Proclaims Goat on PETA India Billboard Amid ‘Malhar Certification’ Controversy
As ‘Malhar certification’ for meat from Hindu butchers sparks debate, PETA India has launched a thought-provoking campaign in Pune to remind the public whether killed in the Hindu, Muslim or any other manner, goats are thinking, feeling individuals who do not want to die. A striking new billboard features a goat proclaiming, “I’m ME, Not Mutton. See the Individual. Go Vegan”, urging people to reject all forms of animal slaughter and embrace a cruelty-free vegan lifestyle.
Near Fergusson College, FC Road, Next to Pantaloons, Shivajinagar, Pune.
In today’s meat, egg, and dairy industries, huge numbers of animals are raised in vast warehouses in severe confinement. Goats and chickens have their throats slit while fully conscious, cows and buffaloes are separated from their calves, pigs are stabbed in the heart, and fish are suffocated and cut open while still alive. Male chicks are commonly burned, drowned, crushed, fed live to fish, or killed in other cruel ways along with other unwanted chicks because they cannot lay eggs, similarly, male calves as they cannot produce milk are separated from their mothers shortly after birth and are starved, abandoned or slaughtered for beef and leather. Many animals suffocate during overcrowded transport before those who survive are slaughtered in full view of one another.
PETA India points out goats are intelligent, playful and curious animals. They live in complex social groups, are good at figuring out puzzles including opening gates, and they have excellent memories.
