MUMBAI: In an effort to raise awareness about the cruelty endured by captive elephants, Bollywood actor Celina Jaitly is appearing in a new ad for PETA. In the ad, which was shot by photographer, Rakesh Shrestha, Jaitly is bound with chains alongside the tagline "Shackled, Beaten, Abused".

"In Mumbai and other parts of India, I have seen so many elephants who are kept in such bad conditions in captivity. I think PETA has taken a very good step, and I am proud to be associated with this cause", says Jaitly

"Captive conditions cannot provide for the complex needs of elephants. These majestic animals belong in the wild, but instead they are locked up like criminals – even though they have committed no crime. A more respectful way to observe these animals is through fascinating wildlife programmes on TV", says PETA India’s Anuradha Sawhney.