Supported by the Film Federation of India (FFI) and People for Animals (PFA), Cinekind has been conceived as a movement that uses the extraordinary reach of cinema to promote compassion, kindness, responsible treatment of animals and greater awareness of animal welfare.
Addressing members of the press, Smt. Maneka Gandhi, Founder of People for Animals, spoke extensively about the responsibility of cinema and the entertainment industry in shaping public attitudes towards animals.
“Cinema is one of the most powerful influences on human behaviour. What millions of people watch on screen does not remain confined to the screen—it enters their homes, their conversations and, ultimately, their attitudes. Therefore, filmmakers have an enormous opportunity, as well as a responsibility, to ensure that animals are represented and treated with dignity, sensitivity and compassion,” said Smt. Maneka Gandhi.
She stressed that kindness towards animals should not be viewed as an isolated cause but as an essential component of a compassionate and civilised society. “Our relationship with animals reflects our values as human beings. A society cannot speak of compassion and progress while ignoring cruelty towards living beings who cannot speak for themselves. Animals experience pain, fear, hunger, affection and trust. They deserve protection, respect and humane treatment,” she said.
Speaking further to the media, Smt. Gandhi called upon producers, directors, actors, writers, technicians and other members of the entertainment industry to become active partners in spreading awareness about animal welfare.
“The film industry reaches an audience on a scale that very few institutions can match. Even a small message incorporated intelligently into a film, television programme, documentary, animation or digital production can influence millions of people. Imagine the transformation we can achieve if the creative community consciously chooses to promote kindness rather than indifference and sensitivity rather than cruelty,” she emphasised.
Smt. Gandhi also highlighted the importance of responsible practices whenever animals are involved in film and audiovisual productions. She said that technological advancement has provided filmmakers with numerous alternatives and that creativity should increasingly be used to ensure that entertainment never comes at the cost of unnecessary distress or suffering to animals.
“Technology today provides extraordinary possibilities. Filmmakers have access to visual effects, animation, computer-generated imagery and many other creative techniques. We should continuously encourage innovation that reduces dependence on live animals wherever there is a possibility of stress, danger or exploitation. Good cinema and animal welfare are not competing interests; they can and must complement each other,” she added.
Describing the Cinekind Awards as an important step in this direction, Smt. Gandhi said that recognising responsible creative work can encourage the entire industry to think more deeply about the messages it communicates.
“Cinekind is important because appreciation creates examples, and examples create movements. When we honour filmmakers and artistes who demonstrate compassion towards animals, we are telling the industry that kindness matters. I would like Cinekind to encourage writers to write with sensitivity, directors to direct responsibly, producers to adopt humane practices and performers to use their influence for those who have no voice of their own,” she said.
Shri Abhay Sinha, President of the Film Federation of India, welcomed the initiative and said that the Indian film industry has always played an important role in addressing social issues and influencing public consciousness.
“Cinema has the ability to entertain, educate and inspire simultaneously. The Film Federation of India is pleased to support an initiative that connects the creative strength of our industry with the universal value of compassion. Cinekind can encourage responsible filmmaking while bringing greater attention to animal welfare,” said Abhay Sinha.
Dr. Sandeep Marwah, Vice President of the Film Federation of India, described Cinekind as much more than an awards ceremony. “Cinema is not merely entertainment; it is one of the strongest instruments of education, awareness and social transformation. Cinekind represents the beautiful meeting point of creativity and compassion,” said Dr. Marwah.
“Cinekind is a celebration of the human values of compassion, kindness and coexistence. When cinema communicates with the heart, it can change attitudes, inspire communities and create a more sensitive society. Our ambition is to develop Cinekind into an international movement where filmmakers, artistes, media professionals and animal welfare organisations join hands for the protection and welfare of animals,” Dr. Marwah added.
He further stated that the second edition would aim at strengthening cooperation between the film fraternity and organisations working in animal welfare while encouraging responsible and humane practices across cinema, television, digital media and other audiovisual platforms.
The Cinekind Awards will recognise films, filmmakers, artistes, producers, writers and creative professionals whose work reflects sensitivity towards animals, promotes humane values and contributes to creating greater public awareness about animal welfare.
