PETA India Urges Photographer to Withdraw ‘Pink Elephant’ Print After Controversy

Public anger over a pink-painted elephant in a commercial artwork has grown after the animal’s death, prompting People for the Ethical Treatment of Animals India to urge Russian photographer Julia Buruleva to pull the print or divert the earnings.

The controversy centres on a photoshoot held in Jaipur earlier this year, where an elephant named Chanchal was coated in pink paint for stylised images shared by Buruleva. Chanchal, believed to be about 70 years old, reportedly died later that same month.

PETA India elephant controversy over pink-painted Jaipur photoshoot

After the images spread online, criticism intensified, with many social media users questioning the treatment of the ageing captive elephant and the use of paint on sensitive skin. The debate deepened once reports emerged linking the shoot and Chanchal’s subsequent death by timing.

Responding to the outcry, People for the Ethical Treatment of Animals India sent a formal appeal to Buruleva. Senior Director of Veterinary Affairs Dr. Mini Aravindan requested that the artwork be withdrawn from sale or that the reported earnings of more than ₹3 lakh be directed towards elephant conservation projects within India.

PETA India elephant controversy highlights age guidelines and welfare rules

In the letter, Dr. Mini Aravindan referred to official guidelines that recommend retiring captive elephants at 65 years. The elephant used in the Jaipur shoot was described as significantly older, raising concerns about welfare standards and the continued use of aged animals for commercial or decorative work.

The organisation further questioned the broader ethics of involving captive elephants in such productions, and warned that paint could harm the animal’s skin. People for the Ethical Treatment of Animals India argued that elephants should live in natural surroundings instead of being used as visual props.

Officials later clarified that Chanchal’s death was most likely due to old age and not directly caused by the photoshoot. Buruleva rejected claims of cruelty, condemned the online abuse aimed at the photographer, and urged supporters to back the work using the hashtag “#supportArtistJuliaBuruleva”.

The dispute has sharpened focus on how ageing captive elephants are handled in India, and on responsibilities of artists working with animals. While authorities see no direct link between the shoot and Chanchal’s death, pressure from People for the Ethical Treatment of Animals India keeps the artwork under scrutiny.