New Delhi: A wildlife research organisation has claimed that a television commercial for Renault's KWID car featuring a herd of wild elephants may encourage people to indulge in irresponsible behaviour in the wilderness and put themselves in danger.

The Wildlife Conservation Society, India, has written to Renault India, expressing its concerns over the advertisement which shows a woman on a KWID moved by the plight of a stranded elephant calf lure her back towards a herd of elephants.

"The intention is good - showing kindness to animals, but it ends up encouraging inappropriate behaviour in the wilderness," WCS India said in a statement released on Thursday. "While many of us are moved by the plight of animals and would like to help them, dealing with wildlife is not the same as handling pets."

Elephants can be unpredictable in their responses and wildlife specialists advise volunteers during research work to keep a healthy distance from elephant herds, WCS India said. "Driving into the midst of an elephant herd can be very dangerous and promoting such human behavior can put people's lives at risk. Elephants can be particularly protective with dalves around and can chase vehicles when they perceive a threat."

An email query sent by The Telegraph to Renault India has not yet evoked a response.

WCS India said it recognises that one of the intentions of the advertisement might have been to preach love for wildlife. "But many impressionable youngsters will want to test their mettle with an elephant herd with undesirable results," it said.

The advertisement, also posted on YouTube, shows three people in a KWID who spot an elephant calf apparently separated from its herd. The woman walks out of the car, lures the elephant calf towards the car which is reversed back to a site where the calf is reunited with the elephant herd.

WCS India said forest departments often put up signboards on highways cutting through forests, asking commuters not to stop or alight. "Venturing off the road into the forest is also strictly prohibited and yet this is what the protagonists in the ad do," WCS India said.

"We welcome the inclusion of wildlife and their issues in commercials ... but commercials should be portrayed in a way that is beneficial to both wildlife and humans," Prakriti Srivastava, WCS India country director said in a statement.

WCS India has urged Renault India to consult wildlife experts when planning commercials featuring wild animals. "In this case, the car maker could have still used the jungle backdrop with the elephants, but with a different story. It only had to consult a wildlife expert," the organisation said.