Udaipur- A large, striking advertisement mourning the loss of a beloved pet dog, Jimmy, has captivated readers in Rajasthan today.

The sheer size and prominent placement of the ad on the state page of a leading newspaper have drawn significant attention, surprising many with the financial investment involved in such a display.

In an era where newspaper advertisements are increasingly costly, this tribute stands out both for its content, placement and its impact.

The advertisement, placed by the Mahur family, mourns the passing of their cherished black Labrador, Jimmy, who died on May 26. The obituary reads: "He brought our family immense joy, unconditional love, and unforgettable memories for 12 wonderful years. Jimmy was more than just a pet; he was a fighter, a loyal companion, and a cherished member of our family." Rajesh Suhalka, the head of the Mahur family, affectionately referred to himself as Jimmy's "loving daddy."

Newspapers charge anywhere from 110 rupees per centimeter to 1500 rupees, depending on the size, color, page priority, and the number of editions in which the advertisement is displayed.

Rao Gopal Singh, an advertisement agency proprietor, told The Mooknayak that this particular ad, if placed across all of Rajasthan, would likely cost around 2 lakh rupees. For a single edition, such as Udaipur, the cost would be approximately 25 thousand rupees.

Both amounts represent a significant expenditure, equivalent to what a middle-class family might typically spend on living expenses. Some people have responded sarcastically, questioning whether such advertisements for a deceased pet are genuine expressions of grief or merely a show of ostentation.

As the advertisement circulated widely, both in print and across social media, it elicited a range of reactions.

Some comments were sarcastic, suggesting that such elaborate tributes might become more common in the future. Others admired the family's deep affection for their pet, viewing the ad as a touching gesture of love and remembrance.

One of the commenters mentioned that the picture of 'Jimmy' reminded them of Moti, the wonder dog from the 1985 blockbuster "Teri Meherbaniyan," directed by KC Bokadia, starring Jackie Shroff and Poonam Dhillon. In the film, Moti avenges the murder of his master by the village villains, killing them one by one.

However, there were also voices expressing surprise at the prioritization of pet tributes over human obituaries, a once-common tradition in Rajasthan that has waned with the rise of social media.

The trend of public displays of affection for pets, particularly dogs, is growing, partly due to social media platforms. Dog lovers often share their experiences and the joys their pets bring, fostering a sense of community among animal enthusiasts.

One such individual is Jogendra Kumar, a dog activist in New Delhi. Despite his humble background, Kumar's dedication to street dogs is evident through the videos he posts on Facebook, showcasing the dogs' playful and happy lives. Through crowdfunding, he manages to secure funds for their food and medical needs.

Prominent Pariah preservationist and actress Tarana Singh has commented on this evolving landscape, noting that animal welfare is gradually gaining recognition as a viable career path. "Thanks to initiatives like the IGNOU Animal Welfare program, we are seeing animal welfare being recognized as a valid and viable career option," she said.

IGNOU recently announced the introduction of a PG Diploma in Animal Welfare for the July 2024 session, underscoring the growing legitimacy of this field.

Tarana also reposted a 2023 post highlighting an organisation, Karma Foundation's successful awareness drive at Shiv Nadar School. During the event, both students and staff overcame their fears and entered dog enclosures to pet and play with the dogs. The initiative aimed to inspire these children to carry home and spread love and compassion towards animals.

Vidit Sharma, a passionate community animal activist, has been tirelessly raising funds through crowdfunding and fundraiser campaigns on social media platforms.

With the support of a dedicated team of volunteers, he initiated a campaign to save stray dogs in the Noida area. Through their collective efforts, they provide food for thousands of stray dogs, ensure clean drinking water for large animals, and feed hundreds of stray cows.

However, sustaining this noble work requires ongoing financial support. Vidit and his team humbly appeal to the public to contribute to their cause, emphasizing that every donation, regardless of size, can make a significant impact in improving the lives of these voiceless beings. With the power of community support, they aim to continue their mission and create a brighter future for the animals they serve.

Meanwhile, Ambika Shukla, another passionate pet lover, remarked, "Animal welfare is no longer an idiosyncrasy—it is now becoming a legitimate mainstream pursuit with millions of young people wanting to make a difference. Training these young people and channeling their interest in animals into a career is critical to improving conditions."

Further highlighting this shift, activist Gauri Maulekhi recounted a sensitization workshop held last year with the Noida police.

The workshop focused on the Prevention of Cruelty to Animals (PCA) Act, emphasizing the role of law enforcement in preventing violence against animals and addressing conflict cases involving homeless dogs.

"Police must play a vital role in preventing violence towards animals for a safer society for all," Maulekhi emphasized.

The Mahur family's tribute to Jimmy has not only stirred a conversation about the place of pets in our lives but also spotlighted the broader movement towards greater compassion and care for animals.

As societal values evolve, the love and respect for pets are becoming more publicly acknowledged, reflecting a deeper shift towards animal welfare and rights.