Financial Daily from THE HINDU group of publications
Sunday, Sep 08, 2002
Financial Daily from THE HINDU group of publications Sunday, Sep 08, 2002 |
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Variety
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People Marketing - Advertising Pulling soft strings for the animals R.Y. Narayanan
COIMBATORE, Sept. 7 SITAR maestro Pandit Ravi Shankar and his daughter Anoushka Shankar, an accomplished musician herself, have joined the list of international celebrities, who have lent their voice for giving more teeth to the 42-year-old Prevention of Cruelty to Animals Act (PCAA) in the country that has been too weak to deter violators. The father-and-daughter duo appear in an advertisement campaign shot for the People for the Ethical Treatment of Animals (PETA), an organisation that has been waging a battle against cruelty to animals, particularly animals taken to the slaughter houses. The campaign will appear both in the print media and on TV. In the print ad, at the top is the message `Let's bring harmony to animals' lives', and at the bottom runs the plea `it is time for the Government to pass the amendments to the Prevention of Cruelty to Animals Act today'. The print version, shot by the ace American photographer Robert Sebree, whose clients list includes the pop princess Britney Spears and film star Cameron Diaz, has a goat smugly sitting on the lap of Anoushka even as her father Pandit Ravi Shankar sitting by her side smiles benignly. In the TV commercial, Anoushka pleads for modernising the act and declares "people who intentionally hurt animals have to be punished". Her father pleads for bringing harmony to animals' lives and says, "join us in asking the Government to take cruelty to animals seriously". PETA has cautioned the Government against ignoring the atrocities committed against animals since it may hurt the country economically. It said that some of the leading international companies such as Nike, Reebok, Gucci etc have declined to source Indian leather and leather products until the treatment of animals, particularly during transport, improved.
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