‘I’m ME, Not Mutton’ Billboard Rises in Mumbai

For Immediate Release:

01 July 2020


Radhika Suryavanshi; [email protected]

Hiraj Laljani ; [email protected]

PETA India Encourages Vegan Eating

Mumbai – People for the Ethical Treatment of Animals (PETA) India has placed billboards in Mumbai, Delhi, Guwahati, Hyderabad and Kolkata featuring a goat proclaiming, “I’m ME, Not Mutton. See the Individual. Go Vegan.” The billboard is the latest in a series of pro-vegan ads featuring other animals, including a fish, chicken, cow, and pig.

In Mumbai, the billboard is located at the Linking Road, opposite Vero Moda Showroom, in Santacruz West

The billboard ad can be viewed and downloaded in English and Hindi.

PETA India spokesperson Amir Nab says, “I am vegan because all living beings feel pain and fear, have unique personalities, and value their own lives, just as I do. I discovered I can celebrate Eid al-Adha by distributing fruits to those in need. I also respect the spirit of sacrifice every day by dedicating my life to working for a charity, and it brings me joy.”

Goats are intelligent, playful, curious animals – but they are often painfully lifted onto vehicles by their ears or fur for transport, crammed together in such high numbers that many suffocate and die, and killed in full view of one another at slaughterhouses. During Eid, these animals are butchered by untrained people on the street – but we can opt to observe a cruelty-free Eid instead.

PETA India has also previously called on states to stop any illegal transport and killing of animals in the lead-up to the festival, as the Supreme Court has ruled that animals can be slaughtered only in officially licensed slaughterhouses.

PETA India’s motto reads, in part, that “animals are not ours to eat”, and the group opposes speciesism, a human-supremacist worldview.

For more information, please visit PETAIndia.com.