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People for the Ethical Treatment of Animals are all set to 'move' television viewers with their message to lay off leather through an advertisement featuring, a cow, calf and a buffalo as the star cast.
The new 30-second TV spot features some singing bovines who reveal their feeling about their role in the leather trade through lines set to music like: "Do I make myself clear, keep your hands off my rear!"
The half-a-minute spot uses humour to impart a serious message about how leather is perceived from the animal's perspective, according to PETA India chief functionary, Anuradha Sawhney.
The advertisement, shot both in Hindi and English, has been dubbed in Hindi by Chetan Shashital.
"We hope that when people view this advertisement, they would give leather the boot," he added.