Sachin Bangera: Vanguard in the Quest for Animal Justice
In a world increasingly aware of the ethical implications of human actions, the work of advancing animal welfare holds profound significance. Addressing the suffering of animals is not merely about alleviating immediate pain but also about challenging and transforming deep-seated societal norms that perpetuate cruelty. It is within this crucial and dynamic field that individuals like Sachin Bangera have made a substantial impact. With nearly two decades of dedicated service, Sachin has been at the forefront of efforts to elevate animal rights, using innovative strategies and relentless advocacy to inspire change
Sachin Bangera, Vice President of Celebrity and Public Relations at PETA India, has dedicated 19 years to the organization, starting his tenure in 2005. Since 2009, he has managed PETA India’s celebrity, campaigns, and public relations departments, focusing on amplifying the message of animal rights. His efforts have significantly contributed to PETA India’s reputation as the most prominent animal protection group in the country.
Groundbreaking Milestones in Animal Advocacy
PETA India is an animal protection organization dedicated to addressing the most pressing areas of animal suffering, including those related to food, clothing, experimentation, and entertainment. The group also focuses on alleviating the plight of animals involved in the pet trade and those used for labor. PETA India aims to drive positive change for animals through individual advocacy and by influencing corporate and government policies.
Here are some notable milestones achieved by Sachin Bangera and his team at PETA India:
- Ellie the Animatronic Elephant: Sachin’s team recruited Bollywood actress Dia Mirza to voice Ellie, Asia’s first animatronic elephant, created by PETA India to promote kindness and empathy. Ellie travels to schools to educate children about the suffering of elephants used in circuses and rides, reaching 47,000 students across 52 schools.
- Lakme Fashion Week Collaboration: They successfully persuaded 33 top designers, including Gaurav Gupta, House of Masaba, JADE by Monica and Karishma, and several others, to commit to using non-leather materials in their collections, significantly advancing the cause of cruelty-free fashion.
- Campaign Against Animal Acts: Sachin’s team mobilized actor John Abraham to issue an urgent appeal to BookMyShow Founder and CEO Ashish Hemrajani, urging the company to stop selling tickets to circuses with animal acts. This led BookMyShow to adopt a policy supporting only animal-free entertainment.
- E-Carriage Advocacy: With support from celebrities Hema Malini, John Abraham, and Jacqueline Fernandez, PETA India successfully advocated for the Mumbai government to replace horse-drawn Victoria carriages with electric alternatives. This effort culminated in the Bombay High Court ruling that Victoria carriages for “joyrides” were illegal as of June 8, 2015.
- Pamela Anderson Billboard: Sachin’s team launched a high-profile international campaign featuring Pamela Anderson on a billboard at Indira Gandhi International Airport. The billboard addressed the impact of meat, egg, and dairy production on climate change, urging G20 leaders to consider veganism as a solution. Despite its removal by authorities shortly after, the billboard received global media coverage and sparked important discussions.
Enhancing Advocacy with Technological Integration
At PETA India, technology plays a crucial role in enhancing their advocacy and outreach efforts, with virtual reality (VR) being a particularly transformative tool. It is used to create immersive experiences that offer people a glimpse into the world from an animal’s perspective, effectively raising awareness and fostering empathy.
One notable example is its VR experience titled “I, Chicken.” This initiative aims to educate participants about the individuality and suffering of chickens. In the simulation, users assume the role of a chicken, experiencing activities such as roosting in a tree, socializing with other chickens, and enjoying a dust bath. The experience takes a dramatic turn as a truck arrives to transport them to a slaughterhouse. Within just three minutes, it provides participants with a profound understanding of the chickens’ plight, enhancing their empathy and awareness of animal suffering.
Triumphs Over Trials
One of the biggest challenges Sachin has faced in his professional life has been dealing with the emotional toll of witnessing cruelty to animals and their suffering. As someone deeply committed to animal rights, it can be incredibly difficult for him to see the extent of harm inflicted on animals while striving to remain resilient.
To overcome this, Sachin focuses on the positive impact of their work at PETA India. He finds motivation in celebrating victories, no matter how small, and in witnessing the tangible changes they bring about for animals. Additionally, he relies on a strong support network of
colleagues and friends who share the same passion and commitment. Their encouragement and shared dedication helped him stay focused and driven.
Sachin Bangera explains that while most animal protection groups in India focus on animal shelters, PETA India addresses the root cause of animal cruelty: speciesism.
“Speciesism” refers to a human supremacist view and a misguided bias that favors certain species, such as dogs, over others. This toxic mindset is deeply ingrained in society and leads to numerous negative consequences for animals.
Due to this prejudice, highly social primates are confined alone in laboratories; billions of chickens, goats, and other animals are brutally slaughtered each year; cows and buffaloes are crammed into overcrowded vehicles and transported to be slaughtered and turned into products like shoes; and elephants are subjected to abuse to force them to give rides to tourists. PETA India advocates for an end to speciesism and works to challenge and change these harmful practices.
Paving Paths to Ethical Leadership
Sachin Bangera recently received The Indian Alert’s 40 Under 40 award for his work with PETA India. This accolade, along with other recognitions awarded to PETA India and its staff, reflects the collective success of the dedicated team and the unwavering support of its members and volunteers.
These awards symbolize the broader movement towards a more compassionate and ethical world. They inspire the team to continue working towards a future where all animals are treated with respect and kindness.
To aspiring leaders and entrepreneurs, Sachin Bangera’s message is clear: lead with compassion and integrity. He emphasizes that, in the pursuit of success, it is crucial not to lose sight of the impact one’s actions have on others, including animals. According to Bangera, true leadership involves making ethical choices and inspiring others to follow the same principles.
Creative Strategies for Ethical Impact
PETA India, lacking the substantial advertising and marketing budgets of industries it campaigns against, such as those involved in meat and leather, relies on its creativity and technological awareness to advance its advocacy for animal rights. This inventive approach led to the development of mechanical elephants.
To honor temples that have committed to never using live elephants, PETA India has donated four 3.5-meter-tall, 800 kg mechanical elephants. These robotic elephants are installed in Thrissur, Kochi, Mysuru, and the Pournamikavu Temple in Thiruvananthapuram. Designed for use in temple ceremonies, wedding processions, and other events, these elephants can flap their ears, swish their tails, and spray water with their trunks without causing any harm to animals.
In addition, PETA India employs scientists to advocate for modern scientific practices. The organization’s Research Modernisation Deal promotes advanced, non-animal testing methods that are more relevant to human health, thereby modernizing research and teaching practices.
PETA India also leverages a dynamic social media presence and engages with influencers and celebrities to expand its reach and keep campaigns fresh and relevant. By staying attuned to the latest trends and utilizing various platforms, the organization ensures its message resonates across diverse audiences.
Adopting Animal-friendly Practices
PETA India is focused on expanding its “PETA-Approved Vegan” program to include a broader range of brands and products, aiming to simplify the process for consumers seeking vegan fashion. This initiative not only promotes ethical consumerism but also encourages businesses to adopt animal-friendly practices.
The organization is also introducing a new VR experience titled “Abduction” to college campuses. This immersive experience places participants in a virtual reality scenario where they are stranded in a desert, abducted by aliens, and taken aboard a spaceship. Inside the spaceship, participants witness their friends being subjected to horrific experiments inspired by real tests conducted on animals, with the unsettling knowledge that they will be next.
Additionally, PETA India is campaigning to strengthen the Prevention of Cruelty to Animals (PCA) Act of 1960. The current act features outdated and inadequate penalties, such as a maximum fine of only Rs 50 for first-time offenders, compared to more severe consequences under other laws. In a proposal submitted to the central government, PETA India has recommended significantly increasing penalties for those convicted of animal cruelty.
Vision for a Compassionate Future
Sachin Bangera maintains his motivation and passion for animal rights, even during challenging times, by focusing on the positive impact of PETA India’s work. Witnessing every rescue, policy change, and life saved reinforces his commitment. The support and
dedication of his colleagues and the broader community also serve as significant sources of inspiration, helping him to persist. Practicing self-care and staying connected to nature further enable him to recharge and remain focused on the organization’s mission.
Sachin aspires to leave a legacy of inspiring compassion. His goal is to create a world where animals are treated with respect and kindness, and where humane, non-animal testing methods become standard practice. To achieve this, he plans to continue advocating for stronger animal protection laws, promoting ethical consumerism, and leveraging cutting-edge technology to drive change. By inspiring others to join this mission, Sachin hopes to build a lasting impact that benefits both animals and the wider community.
