R.
Madhavan
is
raising
his
voice
for
animals
through
PETA
India's
new
youth
program.
In
a
brand-new
public
service
announcement
(PSA)
released
exclusively
through
an
e-card
called
"Change
Everything",
Madhavan
encourages
young
people
to
go
vegetarian.
Madhavan's
PSA
shows
heartbreaking
footage
of
chickens
who
are
crammed
into
crowded,
filthy
sheds
as
well
as
the
treatment
of
cattle
during
slaughter.
The
video
contains
music
by
international
vegan
star
Moby
and
colorful
photographs
and
quotes
from
other
vegetarian
celebrities,
like
Mallika
Sherawat,
Bryan
Adams,
Gwyneth
Paltrow,
Pamela
Anderson
and
Anil
Kumble.
The
person
who
forwards
the
e-card
to
the
most
friends
for
maximum
educational
impact
will
receive
a
free
iPod
from
petaDishoom.
Madhavan
explains,
"Sheep
and
cattle
are
hung
upside-down
and
their
throats
are
slit
...
often
when
they're
fully
conscious".
With
this
PSA,
PETA
hopes
to
make
young
people
particularly
aware
of
the
atrocities
committed
against
animals
in
factory
farms.
The
11-page
e-card
also
explains
the
intelligence
of
animals
and
the
personal
health
impact
of
a
meat-based,
artery-clogging
diet.
It
contains
a
music
video
by
the
band
Goldfinger
and
two
other
videos,
including
the
one
featuring
Madhavan.
"Chickens
may
not
be
cute
and
cuddly
like
some
animals,
but
they
still
feel
pain
just
like
you
and
me.
It's
simple
-
I
love
animals,
so
I
don't
eat
them",
explains
Madhavan.