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 mumbaibest.com 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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