For Immediate Release:
6 June 2014
Benazir Suraiya ; [email protected]
Cast Urges Fans to Avoid Angora Fur and Wool
Mumbai – Fugly, a comedy-drama produced by Akshay Kumar and Ashvini Yardi’s Grazing Goat Pictures and starring Mohit Marwah, Vijender Singh, Arfi Lamba and Kiara Advani,will have viewers on the edge of their seats. But while Fugly is fiction, the abuse that rabbits endure on Chinese fur farms is real and gruesome, and that’s why the talented quartet jumped at the chance to shoot a brand-new ad campaign for People for the Ethical Treatment of Animals (PETA) India encouraging their fans to stay away from angora fur and wool. The ad shows the four stars sitting together with an angora rabbit next to the tagline “Fur Is Worn by Beautiful Animals – and Ugly People”. PETA Asia’s undercover video shot on fur farms in China – the source of 90 per cent of the world’s angora fur and wool – shows rabbits screaming in pain as workers violently rip the hair out of the animals’ skin.
The shoot took place during promotions for Fugly in Mumbai as the stars were gearing up for the film’s release on 13 June. The ad was shot by ace photographer Gaurav Sawn. Asif Ahmed did the hair, and the make-up was done by Adrian Jacobs. The outfit and styling were the work of Taaneeyaa Oak.
The stars sat down for an exclusive interview with PETA. The video is available upon request.
“A PETA Asia investigation found workers ripping the [hair] from the animals’ sensitive skin as they scream in pain”, Singh says.
“The rabbits who have their fur cut go through an equally brutal process. They go through a lot of stress”, Advani says. “Not only does this make them struggle to get out of the situation and go through pain and stress, it’s extremely traumatic, terrifying.”
“Rabbits are kept in tiny filthy cages surrounded by their own waste. These cages offer very little protection from natural elements”, Lamba says. “And then they spend their entire lives in these cages, where these thin wires cut into their sensitive footpads.”
“Angora fur, also known as angora wool, is found in scarves, jackets, et cetera, including those sold in India”, Marwah says. “Please stop using fur and wool, and stop the cruelty against animals.”
After their hair is yanked out, the rabbits are left in shock, able only to lie motionless inside their cages. After they endure this process every three months for two to five years, their throats are cut and the skin is ripped off their bodies.
Rabbits who have their hair cut or sheared also suffer. During the cutting process, their front and back legs are tightly tethered – a terrifying experience for any prey animal. All the rabbits spend their solitary lives in barren wire cages that harm their sensitive feet. They’re denied solid flooring, bedding and the companionship of other rabbits. PETA Asia’s investigator visited nine angora fur farms in China, where there are no penalties for animal abuse on rabbit farms.
PETA encourages consumers to read garment labels and to put garments that contain angora fur or wool or any other animal-derived item back on the rack.
For more information, please visit PETAIndia.com.
NOTES TO EDITORS
Fugly, which was directed by Kabir Sadanand, was shot extensively in Delhi and the breathtaking locations of Leh. It is a story of four friends – Dev, Devi, Gaurav and Aditya – and how this carefree bunch, at the threshold of their lives, get caught in a “fugly” incident, which sucks them slowly into the big bad world of corruption and politics in the capital. The entertainingly original Fugly is wacky and kitsch and puts the best friends through the most bizarre events of their life. The film is set to release nationwide on 13 June. Making their film debuts in Fugly are Mohit Marwah, Olympic boxing medallist Vijender Singh, Kiara Advani and Arfi Lamba. And the supremely talented Jimmy Shergill gives one of his most powerful performances ever.
About Grazing Goat Pictures
Spearheading investments in quality, subject-driven filmmaking, Grazing Goat Pictures Pvt Ltd is taking Indian cinema to new heights with a variety of innovative and fresh projects. Renowned for thought-provoking, unique and emotive filmmaking that transcends boundaries and genres, Grazing Goat Pictures delves deep to bring the audience films that are cutting-edge and high-concept and that resonate with viewers both domestically and internationally. Grazing Goat Pictures is a joint venture between Bollywood A-lister Akshay Kumar and Ashvini Yardi, former programming head for Colors. Grazing Goat Pictures was founded on 1 December 2011. The idea behind it is to focus on making only quality, creative, content-oriented films – both full-length and short. The company focuses on producing Hindi films while also dabbling in regional films.
Grazing Goat Pictures