NEW DELHI—On World Animal Day, Humane Society International/India and People for Animals have jointly launched a multi-state billboard campaign as they continue to demand an amendment to the Prevention of Cruelty to Animals Act, 1960. Started in 2016, the #NoMore50 campaign seeks an amendment of this outdated law to better address animal cruelty and abuse in the country.

“A community is best able to protect itself when it is able to protect the animals who are a part of it. Research has established the link between violence against animals and violence against humans. A holistic approach to a safer society, for women, for children, includes an effective law protecting animals against cruelty. Through these billboards, we continue to urge the Government of India to table the Prevention of Cruelty to Animals 2022 bill in the upcoming winter session of the Parliament,” says Alokparna Sengupta, managing director, HSI/India.

The billboards, which are placed in Delhi (Patel Chowk and Lodhi Road), Mumbai (Nariman Point) and Hyderabad (Kavadiguda and Khairatabad), carry well-shot images of indie dogs, elephants and cats with witty pop-culture references.

The Prevention of Cruelty to Animals Act was enacted in 1960 to replace colonial-era legislation and sought to prevent the infliction of pain and suffering on animals. However, the law has not been updated in the last 62 years and is inadequate to address animal welfare concerns in the present day.

Currently, the maximum penalty for even the most heinous form of animal abuse—including poisoning stray dogs, brutally beating them to death or burning them alive—is a petty Rs.50.

“The highest courts of the country, the Law Commission, several eminent jurists have all recommended an amendment to the PCA Act,” says Gauri Maulekhi, trustee, People for Animals. “This much-needed amendment will help our police to take effective action and enable the judiciary to deliver justice,” she adds.