Neil Nitin Mukesh says no to jumbo joyrides in PETA campaign

Animal rights body PETA has roped in actor Neil Nitin Mukesh to draw people's attention towards the plight of elephants, who are made to "suffer" for tourist joyrides.
In Neil's latest campaign for People for the Ethical Treatment of Animals (PETA) India, the actor is seen sporting wounds near his face and trying to prevent an attack with 'ankush', a sharp iron hook used to prod elephants.
Next to him is written, "Try To Relate To Their Fate: Elephants Used For Joy Rides Are Abused!", a PETA release said today.
"Let's bring enrichment into the lives of elephants by pledging never to use elephants for joyrides. A fleeting moment of amusement means a lifetime of suffering for these gentle mammals, whose spirit is broken through the ruthless torture caused by the ankush and chains," the 'Aa Dekhen Zara' actor stated.

The campaign was shot by top photographer Rohan Shrestha, it said, adding Neil's hairstyling was done byAmit Parekh and the make-up handled byWasim Shaikh Ahmed.
Referring to a World Bank report, it said the annual cost

of environmental degradation in India already amounts to about Rs 3.75 trillion or 80 billion US dollars which was equivalent to 5.7 per cent of the GDP.
"India is already under strain from the disastrous effects of climate change, including a warming climate, changing rainfall patterns, droughts, melting glaciers, rising sea levels and an increased risk to food, energy and water security," the body said.

It said India has the potential to address these concerns while becoming a world leader in the development and sale of modern non-animal foods such as faux meats - made from plants instead of animals - and non-dairy milks which represent the future of human food.
Referring to a report from the United Nations Environment Programme's international panel on sustainable resource management released in 2010, PETA India said as the global population surges towards a predicted 9.1 billion people by 2050, the current rate of consumption of meat and dairy foods is unsustainable.
"Their report further said that a global shift towards a vegan lifestyle is vital to save the world from hunger, fuel poverty and the worst effects of climate change," it said.