Animal welfare activists are upset with the growing use of elephants in marriage ceremonies in Kerala, India.

The latest trigger is a video shot by an activist, which shows a stylish bride leading her wedding procession by holding an elephant by its tusk. The groom sits on top of the animal twirling a custom-made umbrella.

Noted elephant rights activist Rajeev N Kurup said: “Ignorance is driving this new custom. These majestic giants are not for our entertainment. They belong to the forest.”

The South Indian state of Kerala has more than 600 privately-owned elephants, which are mostly rented out for religious ceremonies.

Activists allege that elephants are tortured with metal rods or bullhooks to make them obedient.

As their owners tend to exploit them to earn maximum revenue, many of them are found emaciated, overworked and shackled in chains that eat into their skin.

In the past seven years, 350 captive elephants have allegedly died from ill-treatment.

A government circular issued on May 2 acknowledges that 10 captive elephants have died so far in 2018 and directs officials to ensure these animals are treated well.

Animal welfare activists are upset with the growing use of elephants in marriage ceremonies in Kerala, India.

The latest trigger is a video shot by an activist, which shows a stylish bride leading her wedding procession by holding an elephant by its tusk. The groom sits on top of the behemoth twirling a custom-made umbrella.

Noted elephant rights activist Rajeev N Kurup said: “Ignorance is driving this new custom. These majestic giants are not for our entertainment. They belong to the forest.”

The South Indian state of Kerala has more than 600 privately owned elephants, which are mostly rented out for religious ceremonies.

Activists allege that elephants are tortured with metal rods or bullhooks to make them obedient.

As their owners tend to exploit them to earn maximum revenue, many of them are found emaciated, overworked and shackled in chains that eat into their skin.

In the past seven years, 350 captive elephants have died, allegedly from ill treatment.

A government circular issued on May 2 acknowledges that 10 captive elephants have died so far in 2018 and directs officials to ensure these animals are treated well.