South heartthrob Madhavan launch new pro-veg e-card for PETA

Mumbai, May 16 (UNI) Tamil actor R Madhavan is raising his voice for animals through PETA India's new e-card called ''Change Everything'' in which he encourages young people to go vegetarian.

Madhavan's public service announcement 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, colourful photographs and quotes from and images of other vegetarian celebrities like Mallika Sherawat, Bryan Adams, Pamela Anderson and Anil Kumble.

The e-card encourages people in their teens and twenties to ''change everything'' by giving up meat and adopting a vegan diet.

The 11-page e-card also explains the intelligence of animals and personal health impact of meat based, artery clogging diet. It contains a music video by the band ''Goldfinger'' and two other videos,including one featuring Madhavan.

The e-card explains that meat production is a hazard to the environment. Blood, guts, faeces and other wastes from most slaughter houses, both municipal and unlicensed are dumped without treatment and often end up in the local water supply, posing a major health threat.

''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.

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