People for the Ethical Treatment of Animals (PETA) came under fire from Indian social media users recently after it launched a go leather-free campaign themed around Raksha Bandhan, despite a lack of connecting between leather and the festival.

An under-fire PETA later clarified by saying that, "We didn’t say rakhis are made of leather. We said Raksha Bandhan is a good day to extend protection to cows who are our sisters under the skin by taking a pledge to go leather-free, for life. That’s a message all kind people can get behind".

Some twitter users meanwhile were not ready to allow PETA get off the hook.

Author and columnist Shefali Vaidya wrote on twitter suggesting a series of hashtag campaigns for PETA which included the trends #BakraLivesMatter and #ThisEidSacrificeYourEgoNotGoat

The twitter hashtag which appears to be inspired from the ongoing #BlackLivesMatters campaign included many appeals to curb animal sacrifice during the upcoming Eid al-Adha scheduled to be celebrated on 31 July.

At the time of the report's publication the trend #BakraLivesMatter was trending at number four in India with over 12,000 tweets.

It should be noted that PETA had recently earned the ire of Muslim clerics after it had erected a hoarding in Lucknow with a photograph of a goat, asking people not to slaughter it. The hoarding was ultimately removed after multiple police complaints were filed.