www.jallikatu.com - An online platform to encourage public debate on this burning issue of human might versus animal rights. The site was designed to divide and debate with the two sides clearly marked in black and white. In fact even the videos were pitched opposite each other, so that when the RUN video finished playing, the BAN video would start immediately on the other side, helping the visitor build an informed opinion. Apart from voting to Run or Ban the annual event, people could voice their opinions and debate online.

Over a thousand independent blogs exploded online with daily news reports, user generated video documentaries, photosets and albums on Flickr and communities on social networks like Facebook and Orkut. Eventually, the debate spilled over the streets and even into campuses of India, where the common man began taking a stand on the issue.