Sangita Iyer – Voices for Asian Elephants
Background
Kerala’s relationship with elephants is deeply woven into its cultural, spiritual, and social identity. For centuries, elephants have symbolized grandeur, devotion, and tradition especially in festivals and community rituals. However, behind that cultural pride lies a long-standing, often unaddressed problem: the stress, exploitation, and harm that captive elephants endure in the name of tradition. It is within this context that VFAE (Voices for Asian Elephants) stepped forward, committed to protecting endangered Asian elephants and promoting sustainable coexistence. Their mission extends beyond wildlife conservation.
VFAE joined PR 360 at a turning point, when the need to address Kerala’s elephant-related socio-cultural challenges had become urgent, yet difficult to navigate. The objective was not only to present a new solution but to reshape conversations, correct misconceptions, and prepare society for a transformative change that respected both culture and compassion.
The centerpiece of this mission was the introduction life-sized robotic elephants created as an alternative to live elephants in temple festivals. The goal was to help people see this not as a replacement of tradition but as an evolution that honours Kerala’s cultural pride while preventing harm to elephants.
Solution
The communication strategy required sensitivity, cultural intelligence, and strong factual grounding. PR 360 crafted a narrative that bridged tradition with innovation and addressed the emotional and ethical dimensions of the issue. The narrative highlighted VFAE’s mission: conserving Asian elephants while supporting local communities. Rather than presenting the robotic elephant as a challenge to Kerala’s customs, the messaging positioned robotic elephants as a protective and respectful alternative, one that preserved the grandeur of temple festivals without the suffering of captive elephants.
The official launch of Shiva Shakthi at Chakkamparambu Sree Bhagavathi Temple, near Mala in Thrissur, required careful coordination and strategic storytelling. We undertook extensive media engagement to ensure that the vision behind this initiative reached the public with clarity and empathy.
Our work helped bring forward a cultural conversation that Kerala had long postponed. The introduction of Shiva Shakthi received wide attention, opening discussions across the state on humane festival practices and elephant welfare. Legal and non-legal misconceptions surrounding the transition were clarified, allowing the public to understand the broader environmental and ethical implications of using live elephants in festivals. The strong media presence and factual public messaging created an atmosphere of acceptance and curiosity.
VFAE’s mission was amplified with clarity, dignity, and purpose, demonstrating how strategic PR can drive cultural change, encourage thoughtful reflection, and guide society toward more humane practices.