In a letter to principal secretary (finance) and director Punjab state lotteries, Cape India authorities said the performances of five animals— lion, tiger, panther, monkey and bear— are banned as per the notification dated October 14, 1998 issued by the Government of India.

The letter asks the director to immediately stop the telecast of the advertisement.

Cape India official D Rajasekar said: “The Centre has notified the Performing Animals (Registration) Rules, 2001 under Prevention of Cruelty to Animals Act, 1960, which says that any animal used for public performance has to be registered with the Animal Welfare Board of India (AWBI).”

He added: “Before using any animal for a performance in any serial, feature film or advertisement, a person should first apply to the AWBI for pre-shoot permission.”

After shooting, the stills and clippings of the performing animals should be submitted for post-shoot approval of the Board,” Rajasekar added. Only after receipt of a No Objection Certificate from the Board, such films or serials can be telecasted, he said. Rajasekar also claimed that no such permission was sought for the present advertisement.