For Immediate Release:
20 May 2011
Item Girl Plays on Recent Controversy Involving Bookie in New PETA Ad
Mumbai – Peering into the camera with her captivating eyes and covering her body with a signboard, item girl Liza Malik appears in a brand-new ad for People for the Ethical Treatment of Animals (PETA) India. The ad – which reads, “The Best Way to Fix Cricket Is to Stop Using a Leather Ball” – is a reference to the recent controversy surrounding a UK bookie who offered Malik money to use her alleged familiarity with several cricket players to help him fix Indian Premier League (IPL) cricket matches. Malik wanted no parts of the scheme, but she eagerly volunteered to pose for PETA’s ad calling for the use of high-performance synthetic cricket balls that don’t cost a cow an arm and a leg. The new ad was shot by ace photographer Rohan Gandotra.
“Although millions of fans across the globe are currently enjoying the IPL, cricket is anything but fun for the animals whose skins are used to make balls for the sport, and leather production wreaks havoc on the environment”, says Malik. “Synthetic balls are kinder to animals, safer for the environment and superior to leather because they can be made more durable and water-resistant.” She adds, “When I learned that animals slaughtered for their skin endure extreme crowding and deprivation; castration, branding, tail-docking and dehorning without any pain relief and cruel transport and slaughter, it brought tears to my eyes”.
In India, where much of the world’s leather comes from, cattle are marched for days to slaughter without food or water. Those who collapse from exhaustion have their eyes smeared with chilli peppers and tobacco and their tails broken in an effort to keep them moving. At India’s abattoirs, animals are often skinned and dismembered while they are still conscious. Also, turning animal skins into leather requires massive amounts of toxic chemicals, and runoff from leather tanneries poisons rivers and streams.
Malik, who has appeared on the reality show Dancing Queen, came into the spotlight after the release of her album Simply Liza featuring singer Mika Singh. She has performed at many events where cricketers were in attendance and was a regular at IPL post-match parties last year.
For more information, please visit PETAIndia.com.