India's government tells citizens to hug cows on Valentine's Day

India's animal welfare department is asking residents to hug cows on Valentine's Day this year. The Animal Welfare Board of India says “hugging cows will bring emotional richness."

Devout Hindus, who worship cows as holy, say the Western holiday goes against traditional Indian values.

In recent years, Hindu hardliners have raided shops in Indian cities, burned cards and gifts, and chased hand-holding couples out of restaurants and parks, saying that Valentine’s Day promotes promiscuity. Hardline political groups like Shiv Sena and Bajrang Dal say such actions pave the way to reassert Hindu identity.