In a rare initiative, a trust in Kolkata has launched a protest against cow slaughter by uploading selfies with cows on social networking sites.

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The protest is being spearheaed by Go Seva Parivar—a trust in Kolkata that works for protection of cows in the city. The trust ran the campaign and a contest of 'best selfie with cow' on social networking sites in Diwali in November. There was an award ceremony conducted on Sunday at Bidhan Shishu Udyan in Kolkata. “The aim behind organising this event was to make people realise the importance of cows. We object their killing,” Lalit Agarwal, spokesperson of Go Seva Parivar. Businessman Piyush Goel, who also participated in the event on Sunday, had uploaded selfies with cow on Facebook and Twitter. “This was not just a campaign. It has a lot of emotional attachment for us. We grew up worshipping the gau mata. So it is our duty to save her from the atrocities of mankind,” Goel said.