Cows and rakhi, what's the link?: PETA campaign angers netizens

Known for its eye-catching tactics, animal rights group PETA has released a pro-vegan leather campaign in India that has left netizens fairly confused. The billboard which channels the spirit of the festival of Raksha Bandhan, shows a cow with the text, 'This Raksha Bandhan, please protect me: go leather-free.'

While the intent may be right, people are asking PETA 'why pick a festival which has nothing to do with killing animals?' Some claim they have 'never heard of leather rakhis' and 'don't need a special day to protect cows.' Replying to enraged followers, PETA wrote that they meant that 'Raksha Bandhan is a good day to extend protection to cows who are our sisters.'