Campaign seeks to boost traditional Indian values and offset ‘dazzle of western civilisation’
The Indian government has urged people to set aside the “western” traditions of Valentine’s Day and instead celebrate the occasion by cuddling up with the country’s sacred cows.
According to the government statement, hugging a cow “will bring emotional richness” and “will increase our individual and collective happiness”. But as a more muscular form of Hindu nationalist politics has taken hold in India, westernised holidays and traditions such as Valentine’s Day have increasingly drawn a backlash for promoting “corrupt” values.
Cow Hug Day is the latest initiative by the Hindu nationalist Bharatiya Janata party government, led by the prime minister,, to make reverence of the cow a nationwide policy. Most states in India ban the slaughter of cows, and selling and eating beef is banned in many places across the country, including the capital, Delhi.
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