India urges citizens to ‘hug a cow’ on Valentine’s Day

Campaign seeks to boost traditional Indian values and offset ‘dazzle of western civilisation’

The Indian government has urged people to set aside the “western” traditions of Valentine’s Day and instead celebrate the occasion by cuddling up with the country’s sacred cows.

In a new appeal by the Indian government, 14 February has been declared Cow Hug Day where people are encouraged to take the beloved herbivores into an embrace. Cows are holy within Hinduism, the majority religion in India, and are considered sacred animals across the country.