Animals Urge ‘Choose Kindness in ’26’ in New Year PETA India Pro-Vegan Campaign

For Immediate Release:

30 December 2025

Contact:

Anushka Yadav; [email protected]

Sanskriti Bansore; [email protected]

Pune – Just in time for 2026, on behalf of the over 92 billion land animals (and up to trillions of fish) who are exploited and killed for meat, eggs and dairy every year, People for Ethical Treatment of Animals India (PETA India) has erected a towering message in Pune and other major Indian cities, appealing to passersby to make 2026 a year of compassion and change, by eating vegan. The billboard campaign features a cow, a buffalo, a piglet, a rabbit, a goat, a chicken, a chick and lambs with the message – ‘Choose Kindness in ’26. Please, Go Vegan!’ PETA India aims to remind viewers that meat, eggs and dairy come from animals who have feelings, faces, and who want to live.

The billboard in Pune is located near Main Rd, Liberty Phase 2, Meera Nagar, Koregaon Park, Pune, Maharashtra 411001.

‘Each vegan saves the lives of up to nearly 200 animals a year by simply not eating products made from their bodies”, says PETA India Senior Manager, Vegan and Corporate Projects Dr Kiran Ahuja. “It is really that easy to save thousands of animals’ lives in our lifetimes.’

Chickens worry about the future, pigs dream, fish form friendships, and cows make devoted mothers, yet, on factory farms, chickens are confined by the thousands to severely crowded sheds filled with ammonia that burns their eyes and skin, cows and buffaloes are crammed into vehicles in such large numbers that their bones often break before they’re dragged off to the slaughterhouse and pigs are stabbed in the heart as they scream. On the decks of fishing boats, fish suffocate or are cut open while they’re still alive. Newborn male chicks are ground up, burned, or buried alive in the egg industry since they cannot lay eggs along with other unwanted chicks, while male calves in the dairy industry are commonly abandoned, left to starve, or killed since they cannot produce milk.

Each person who goes vegan also reduces their risk of suffering from heart disease, diabetes, obesity, and cancer, and helps prevent future pandemics. A United Nations report concluded that a global shift towards vegan eating is necessary to combat the worst effects of the climate catastrophe.

PETA India – whose motto reads, in part, that “animals are not ours to eat” – opposes speciesism, a human-supremacist worldview. For more information, please visit PETAIndia.com or follow the group on X, Facebook, or Instagram.

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