Story By:  Keith Longpeng , Sub Editor:  Joseph Golder,  Agency: Newsflash

Newsflash/PETA Asia

This is the shocking moment an elephant visibly flinches with every whack on its head by an animal handler during a popular elephant festival in Nepal.

According to the animal rights NGO PETA Asia, the elephant handler stuck the poor animal 23 times in 30 minutes.

The incident took place during the popular Chitwan Elephant Festival in the village of Sauraha in the southern Nepalese district of Chitwan, and PETA Asia has recently acquired further video evidence of the alleged abuses that take place there.

Previous videos shared by the NGO have shown cruel handlers repeatedly hitting the elephants and jabbing their sensitive ears with barbed bullhooks.

Abused elephants have also been forced to give children’s rides and play football and polo for festival goers, according to the animal rights group.

PETA Asia’s latest images show a handler relentlessly beating an elephant with a stick 23 times in 30 minutes at the most recent festival.

PETA Senior Vice President Jason Baker said: “Videos have repeatedly exposed vicious, violent attacks against elephants forced to participate in polo and football games.

“Someone in the Nepalese government didn’t get the memo on ethics and cruelty. It’s time the authorities put a stop to the shameful Chitwan Elephant Festival.”

Veena World, one of the leading travel agencies in India, has recently confirmed that it’s ending its support of the festival.

Reports said that dozens of companies have cut ties with the festival, including Radisson and Hyatt.