Hindu men in the northern Indian state of Madhya Pradesh lie on the road and allow themselves to be trampled by cows in an ancient ritual today (November 15th) which forms as part of the Diwali festival.

Footage shows several villagers in Bhidawad lying face down on the road to mark Govardhan Puja as a herd of cattle is driven over them.

According to participants, it doesn't hurt much and it's a tradition they all want to be involved in as they believe it can bless them with happiness and prosperity.

Cows are widely used at religious events in India where they are considered sacred.

In a weird example of blind faith, dozens of villagers from Bhidawad village and neighboring settlements decorate their cattle with colors and henna in different patterns, then lay down on the ground and get trampled by the confused animals. The cows walk around the human rug laid in front of them, others jump over it, but a lot of them actually trample all over it. The men volunteering to get trampled by cows and bulls in order to bring prosperity.

The ritual takes place on the occasion of Ekadashi, a day after Diwali, the popular Hindu festival of lights, which was celebrated around the world on November 15th. The whole village gathers in the streets to witness the painful event that they believe will make Hindu gods answer their prayers.

The century-old ritual followed by Hindu men takes place during Govardhana Puja day. Despite knowing the dangers involved, hundreds of men travel all the way to the village to lay down on the ground as cows and bulls are let loose.