A photoshoot featuring a brightly painted elephant has sparked widespread debate online, raising questions about animal welfare and ethical practices in artistic projects. The images, which went viral recently, were originally taken in December 2025 by travelling Russian photographer Julia Buruleva. While some praised the creativity and visual appeal of the shoot, a larger number of social media users expressed concern over the treatment of the elephant involved.

The shoot, which featured model Yashasvi, was conducted nearly a year ago at an abandoned Ganesha temple in Jaipur. according to NDTV reports, the elephant used in the shoot was a female named Chanchal from the Hathi Gaon (Elephant Village) area.

Ballu Khan, president of the Hathi Gaon committee, stated that Chanchal was coloured using gulal, a powder traditionally used during Holi celebrations, and that the paint was washed off within 30 minutes. Chanchal, who was around 70 years old at the time, passed away last month. Although officials stated that there is no evidence linking her death to the photoshoot or the viral controversy, attributing it instead to natural causes given her advanced age.

Artist’s perspective

Julia Buruleva conducted the shoot in November 2025, spending six weeks in Jaipur. She explained that the city’s iconic pink hue inspired her creative vision. In her social media post, Buruleva noted that elephants are a significant cultural symbol in Rajasthan, appearing in streets, architecture, and decorations.

"Elephants are everywhere there – streets, ornaments, architecture. Practically the main symbol of Rajasthan. I just could not pass by without including one," she wrote on Instagram.

Both Buruleva and the elephant’s owner maintained that the gulal used was organic and locally made, applied for around 10 minutes, and washed off immediately after the shoot.

Public reaction and concerns

Despite these assurances, the viral videos have intensified scrutiny of using animals for entertainment and art. Many social media users questioned whether the elephant’s welfare was fully considered, whether proper permissions were obtained, and whether stricter guidelines are needed for such projects.

The timing of Chanchal’s death has further fuelled public concern, prompting calls for stronger oversight and clearer regulations governing the use of animals in commercial and artistic activities.

Official response

In response to the social media outcry, Rajasthan forest department officials announced that the matter will be investigated to determine if any wildlife protection laws were violated. They stated that appropriate legal action will be taken if any negligence or breach of regulations is found.