Earlier today, Facebook user Sreelesh B. uploaded a graphic clip of a stray puppy being flung off a roof by an unidentified man. (Warning: The video is very disturbing.)
The video was shared over 2,600 times in just a couple of hours by people urging all viewers to help identify and catch those responsible for the clip.
Animal welfare activists and organisations have been posting screengrabs of the man caught on camera.
It isn't just Facebook users, the video is also being shared on WhatsApp, Twitter, and Reddit.
Humane Society International (India) has announced a ₹1,00,000 reward for information that leads to the arrest and conviction of the perpetrators.
UPDATE: The Chennai police have identified the man in the video and a warrant has been issued for his arrest.
Gautam S., a final-year medical student, was identified by his classmates and is currently absconding with the person behind the camera, whose identity is still unknown.