An elephant has at last been given its freedom after being forced to entertain tourists for 40 years.
Thong Bai, a 52-year-old Thai bull elephant, spent decades working in often harsh conditions as a trained animal before being released from his chains.
Under a private owner he had taken on the role of an animal celebrity, starring in films, advertisements, and even appearing at weddings.
He most notably became the face of Chang beer in Thailand, one of the country's most popular beverages.
But footage captured outside his owner's home several years ago revealed he had not been living a star lifestyle, as he was shown tethered to a pole with chains on his front two legs inside a cage.
Now, after four decades of serving humans, Thong Bai has finally been given a more dignified life after two activists reached a deal with his former owners to secure his release.
Lek Chailert, founder of The Elephant Sanctuary, began working with Khun Kanjana NuNa Silpa-archa, the daughter of a former Thai Prime Minister, to give the elephant a new home when she became concerned for his welfare upon visiting him.
"After she saw him, she began to seek a way to help him and to bring him greater respect and freedom", he said.
Soon afterwards they kickstarted a community effort to build him a new home, with funding eventually coming from both the national government and Thai Beverage Company, who produce Chang beer.
Photos shared this week showed a brand new manned enclosure ready for him complete with mud, shade, a fountain and plenty of space to roam.
After much anticipation he was finally welcomed there on Thursday, with the sanctuary owner writing that he was now "free from his chains".
At last able to roam around and stretch his legs, Thong Bai began his journey into freedom with tentative steps.
"He appeared uncertain and nervous of his new freedom and even shy to explore without being told what to do", Mr Chailert said.
It is hoped that in time he will be able to adapt fully to the freedom of his new surroundings, with his years of work making way for a relaxed and happy retirement.
