Indian forest officials have started an investigation following social media outrage over a Russian photographer’s photoshoot for which a 65-year-old elephant was painted bright pink.
Animal rights activists accused Julia Buruleva, a Barcelona-based conceptual photographer, of animal cruelty for painting the tusker in pink colour for a photoshoot in Jaipur city in the western state of Rajasthan.
The images show a woman, coloured in pink, sitting atop the painted elephant at an abandoned Hindu temple. The pictures were initially posted on her Instagram page in December last year, but they sparked outrage this month after going viral on social media.
Ms Buruleva told The Independent that the shoot took place in November 2025 during her six-week art expedition and that the project was aimed at reflecting the existing realities rather than justifying, promoting, or condemning the practices.
Ms Buruleva said “no harm was caused to the elephant at any point” during the shoot, adding that the paint was non-toxic and natural. “It was applied for a very short period of time and was easily washable. The entire session was brief and conducted under the supervision of the elephant’s handler, who is responsible for its daily care and well-being,” she said.
The photographer said that the elephant showed no signs of distress and appeared “calm, relaxed and responsive”.
One of the most-liked comments on her Instagram post read: "This is not art, this is pure animal abuse and so not ok to glorify it.” Another user wrote: "Creative freedom is not a free pass for irresponsible expression".
"Would they let you do this in your own country?" read a comment.
Responding to the backlash, Ms Buruleva said: “In Jaipur, elephants are visibly present in the cultural landscape – in ceremonies, decorations, and everyday life. And I saw them painted every day, because it is also a part of a local tradition.
“I understand that this topic is sensitive for many people. At the same time, I believe it is important to distinguish between situations where animals are genuinely harmed and those where assumptions may not fully reflect the actual conditions.”
Shadik Khan, the elephant’s owner, said the tusker named Chanchal was 65 years old at the time of the shoot and was no longer used for rides. Mr Khan added that Chanchal died in February.
Ms Buruleva said she was informed of the elephant’s death and that the owner told her Chanchal died of old age.
He told The New Indian Express that “kaccha gulal” was used to paint the elephant for the 10-minute shoot, which was washed off immediately after, referring to the Hindi term for a powdered colour made from natural materials which washes off easily without leaving any stains.
Forest department officials said they have taken cognisance of the incident and initiated an inquiry. Authorities will examine whether permissions were obtained and if animal welfare norms were followed, according to the report.
Animal rights groups have called on the government to impose stricter regulations. "This incident highlights the rampant abuse of captive elephants in Jaipur to cater to tourists’ whims and fancies," said Gajender Kumar Sharma, Country Director of World Animal Protection in India.
"We are calling upon the Indian authorities to strictly regulate all close encounters of captive elephants with all tourists, including foreign tourists, in Jaipur and all over India."
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