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Home > Discover Mumbai > City LifeStyle > Veggie Ad

Bachchan to feature in veggie ad?

Bollywood megastar Amitabh Bachchan is the likely choice for the `Vegetarian Legend' advertisement of People for the Ethical Treatment of Animals (PETA), which is campaigning for the protection of animal rights on the earth. Bachchan's celebrity status will be used for promoting the cause of vegetarianism in India. PETA's representative in India, Jason Baker, told that PETA had decided to launch to its advertisement as a part of the campaign for the protection of animal rights because of the increase in the percentage of non-vegetarian population and factory farms.

"PETA is encouraging all ethically conscious Indians to revert to their mouth watering and healthy food fare, '' says Baker.

He further added that tennis legend Martina Navratilova was the first celebrity to promote the `Vegetarian Legend' campaign series. In the current PETA `Vegetarian Legend' advertisement, Sir Paul McCartney of Beatles fame, feeds a bottle to a lamb and suggests - `The best reason to go vegetarian is staring you right in the face.' In turn, millions of peope worldwide have followed the footsteps of Sir McCartney and said no to meat consumption, citing reasons like humanitarian and health grounds.

The worldwide strength of PETA's membership is around 7 lakh and the first office opened in India was in Janauary 2000. The aim behind PETA making inroads in India is, to combine traditional Indian ideals such as vegetarianism with western star power and youth oriented campaign style. When Baker was posed with the query about Bachchan agreeing to be the `Vegetarian Legend' in the legend series advertisement, he evaded giving a direct answer.
" It could be Bachchan or Pandit Ravi Shankar or Hema Malani, all of whom are strict vegetarians. Indians who are legends in their own fields like film star Bachchan, Hema Malini, Juhi Chawla, Mahima Chaudary, Indian cricket star Anil Kumble and internationally renowned Indian muscian Pandit Shankar, are all vegetarians.''

Currently, hectic preparations are on for producing the avertisement, which is scheduled to be released in the first quarter of 2001.

By: Mani D'Mello

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