Recently, Hip Hop Tamizha, comprising of musicians Adhi Ramachandran Venkatapathy and Jeeva R, have put together a video campaigning for jalikattu to be legalised. Within minutes of release, the video Takkaru Takkaru has gone viral. In the video, the trio explains how foreign corporations are trying to destroy the traditional Indian breeds to patent their bulls. The video also features interviews with farmers and experts to explain the fact.

Now, PETA has replied to the campaign asking the musicians to concentrate on music, rather than propagating inaccurate facts.

Bhuvaneshwari Gupta, Associate Manager of PETA, was quoted saying to a leading English daily, "I am sure the public knows better than to take misinformation about jallikattu from a fictional music video as fact, but even this video shows bulls being pulled with ropes painfully pierced through their noses, and a scene with a terrified bull forced into a crowd. As found during government authorised inspections at numerous jallikattu events, the sport is inherently cruel and to make matters worse, participants purposely disorient the bulls by forcing them to consume alcohol; twist and bite their tails; stab and jab them with sickles, spears, knives and sticks; cause them intense pain by yanking their nose ropes; and punch them, jump on them and drag them to the ground. Jallikattu has also caused injuries and deaths of hundreds of human participants and even some spectators. Hip Hop Tamizha is better off sticking to just making music because factual accuracy is not their strong point. Respecting bulls are true Tamil culture, not inflicting pain on them and making them suffer."