New Delhi: In a powerful call for compassion timed with Cow Appreciation Day, PETA India has launched an eye-catching billboard campaign across five major Indian cities, urging the public to ditch dairy paneer in favour of tofu, a cruelty-free and healthier alternative.
Billboards bearing the message “Tofu is a cow’s best friend” have gone up in high-visibility areas of Delhi, Mumbai, Ahmedabad, Bhopal, and Amritsar, targeting regions known for their strong dairy culture and paneer consumption. In Delhi, the advertisement stands near the bustling Lajpat Nagar Metro Station, while in Mumbai, it occupies a prominent location in Marine Lines, one of the city’s busiest neighbourhoods.
PETA India’s billboard located in Mumbai’s Marine Lines area. (Image: Special arrangement)
Billboards placed at strategic locations across key Indian cities
In Ahmedabad, the billboard has been placed along the heavily-trafficked 132 Feet Ring Road in Nava Vadaj, a key junction in the heart of Gujarat’s dairy belt. Meanwhile, Amritsar’s Income Tax Chowk, a central point in the city, carries the campaign’s message to Punjab, where dairy is deeply woven into daily diets. In Bhopal, the signboard greets commuters near the upscale Taj Lakefront Hotel on Bhadbhada Road, a strategic location to reach middle- and upper-income residents.
Peta India billboard in Madhya Pradesh’s Bhopal. (Image: Special arrangement)
“Mother cows love their babies, but the dairy industry tears them apart shortly after birth so humans can make paneer from the milk meant for their calves,” said Dr Kiran Ahuja, Senior Manager of Vegan and Corporate Projects at PETA India, in conversation with News9‘. “No one who respects or reveres cows should consume dairy, and PETA India urges everyone to try healthy and tasty tofu instead.”
Campaign highlights harsh realities of dairy farming
The campaign shines a spotlight on the harsh realities of dairy farming. Female cows, often confined in crowded, factory-like conditions, are repeatedly and forcibly impregnated. Their calves are separated from them soon after birth and males are typically abandoned or slaughtered due to their lack of commercial value, while females are condemned to the same exploitative cycle until they are worn out and discarded.
While cows are venerated in Indian culture, PETA India contends that dairy consumption directly fuels cruelty. The organisation also highlights that the dairy sector is the main supplier of cattle to India’s beef trade, challenging the perception that dairy is a compassionate choice.
Tofu: Not just cruelty free, but an healthy alternative to paneer
In addition to animal welfare, the campaign points to tofu’s health advantages. Unlike paneer, tofu is free from cholesterol, lower in fat and calories, and rich in iron, calcium (especially if calcium-set), and protein. It’s also suitable for the majority of Indians who are lactose intolerant. In contrast, paneer, a dairy-based product, has been linked with increased risks of obesity, type 2 diabetes, and certain hormone-related cancers.