For Immediate Release:
17 May 2012
Benazir Suraiya; [email protected]
Sachin Bangera; [email protected]
Pune Warriors Player Promotes Empathy for Birds in New Pro-Vegetarian Campaign
Mumbai – As the Pune Warriors battle it out for a spot in the IPL final, cricketer Kartik Murali is taking on a different opponent: the meat industry. In a brand-new ad campaign for People for the Ethical Treatment of Animals (PETA) India, the bowler appears confined to a small, clear cube behind a chicken and next to the words “Cramped, Scared, Abused. See Life Through the Eyes of a Chicken. Go Vegetarian”. The ad was shot by ace photographer Vickky Idnaani, with hair and make-up by Ambreen Yusuf.
“It was extremely uncomfortable to be stuck in that cube for even a few minutes – but chickens killed for meat spend their entire lives in cages so small that they can’t even spread their wings”, says Murali. “The easiest way to help chickens and other animals – and to improve your health – is to dismiss meat from your diet and go vegetarian.”
Eating meat causes animal suffering on a massive scale. Chickens on factory farms are crowded by the thousands into dark sheds that reek of ammonia from the accumulated waste in which the animals are forced to stand. These birds never see the light of day and are denied everything that is natural and important to them. They and other animals killed for food are crammed into vehicles for slaughter in such high numbers that many break their bones, suffocate or die en route. At slaughterhouses, workers often hack at the throats of goats, sheep and other animals with dull blades.
Meat causes human suffering, too: the consumption of meat and other animal-derived products has been conclusively linked to heart disease, diabetes, cancer and obesity. It’s also killing Mother Earth, as raising animals for food is one of the largest sources of carbon dioxide and the single largest source of both methane and nitrous-oxide emissions (potent greenhouses gases). And factory farms foul the land, water and air.
Murali joins a growing list of athletes and other celebrities – including Anil Kumble, R Madhavan, Lara Dutta, Pamela Anderson, Shahid Kapoor and Sir Paul McCartney – who have teamed up with PETA India and its international affiliates to promote a vegetarian lifestyle.
For more information, please visit PETAIndia.com.