---

Top Indian Agency Designs Provocative Ad Promoting Vegetarian Diet

Mumbai - People for the Ethical Treatment of Animals have unveiled a new billboard this week that offers a different perspective on meat consumption. The ad, designed by the award-winning Mudra Communications Limited, one of India's biggest advertising agencies, depicts a chicken preparing to eat a human leg on a plate.

Click here to view a larger version of this image.

The ad has debuted on a billboard in Bandra on Linking Road near the Mosque (northbound traffic).

Other ads in this series will be released on high-traffic locations in the next 2 days including Prabhadevi, near the Orange office and Peddar Road, near Jaslok Hospital.

In coming weeks, the ad will appear in Calcutta, Delhi, Bangalore and Chennai, then in the US, the UK, Germany, Italy and the Netherlands.

A. G. Krishnamurthy, Chairman and Managing Director of the Mudra Group whose clients include Hindustan lever, Johnson & Johnson and Indian Oil Corporation, said "We were extremely pleased to contribute to PETA's vegetarian campaign. It was inspiring to work on such ideals."

Chickens raised in factory farms spend their entire lives in crowded conditions, many of them so cramped they can't even turn around or spread a wing. Most never get a breath of fresh air until they are prodded and crammed onto lorries for a nightmarish ride to the slaughter, often through extreme heat and always without food or water. Others are stuffed in bags, tied upside down to bikes, or are smothered into crates during transport. The animals are hung upside down and their throats are sliced open at the slaughterhouse, while fully conscious.

'PETA are asking people to think about what they're eating-chickens are living, feeling animals who suffer terribly before and during slaughter,' says PETA's Jason Baker. 'This ad cleverly reminds us that humans and chickens share the capacity for pain.'

PETA promotes a healthy, humane diet based on vegetables, legumes, grains and fruit.