Vodafone and Nirvana Films have received a legal notice from the Animal Welfare Board of India (AWBI) which alleged that the firms resorted to cruelty to animals by showing a pug running after a school bus.

AWBI said, “The pet dog was made to run, gallop and chase the school van for a long time on a public road. Thereby, the dog was made to undergo severe pain and suffering due to the exhaustion caused by chasing.”

AWBI even alleges that the advertisement is being telecast illegally as the advertisement is found to be objectionable. As per the legal notice the third sequence in the ad film for Vodafone’s Customer Service was found to be objectionable by the Film Screening Committee which had asked for the portion to be deleted.

"Accordingly, you are hereby instructed and informed to delete/remove the above said objectionable portion/sequence forthwith and send the revised VCD for consideration by the Film Screening Committee of the AWBI.,” said AWBI notice.

Nirvana Films who have shot the advertisement claim to have shot the ad in South Africa after procuring a fitness certificate duly signed by the veterinary doctor.