Actor R. Madhavan has through a hard-hitting video joined hands with animal rights organisation PETA to expose the meat, egg and dairy industry cruelty, and sought to stop killing of animals.
The actor has shot the video "Glass Walls" for People for the Ethical Treatment of Animals (PETA) India for the World Animal Day Thursday and Vegetarian Awareness Month (October).
"I'm Madhavan, and I'm a vegetarian. When you see what goes on inside a slaughterhouse, I think you'll lose your appetite for animal flesh, too," Madhavan says in the video.
"Animals feel pain, just as people do. They value their lives, just as we value ours. They're terrified by the sights and smells of the slaughterhouse, and they fight for every last breath. I hope you'll also make the compassionate choice to go vegetarian."
Madhavan has been a long-time supporter of PETA and has previously appeared in a pro-vegetarian print ad for the group. He has also asked the KFC chief to adhere to basic animal welfare standards.
"Glass Walls", based on years of investigative work by PETA India, aims to encourage people to reject violence against animals. It takes its name from Paul McCartney's iconic statement: "If slaughterhouses had glass walls, everyone would be vegetarian".