We at PETA India, a non-profit animal protection organization with affiliates in the United States, the United Kingdom, Germany, Netherlands, France, and the Asia- Pacific-area, are widely known for our controversial tactics, eye-catching advertisements, and provocative demonstrations. But when our staffers and supporters aren’t wearing outfits made of lettuce to urge people to go vegan or using humor to encourage guardians to get their dogs sterilized, we are working with caring corporations to help bring about positive changes for animals. In fact, PETA India and our global affiliates often team up with caring corporations who want to help spread the word and let the public know that animal rights matters.
PETA US has joined forces with a number of cruelty- free cosmetics companies and animal-friendly fashion retailers to promote compassionate living. Nail Couture L.A, for example, designed a set of non-toxic, cruelty- free “nail skins” exclusively for PETA US, and Smashbox cosmetics came out with “Palettes for PETA” eye-shadow collection, so that caring individuals can support PETA US just by purchasing an eye-shadow palette from Sephora.com.
SpiritHoods sells a fur-free “Peta Rabbit” hood to help caring people stay warm without killing rabbits or other animals, and Urban Outfitters offers an original “Love Animals, Love PETA” T-shirt.
The trendsetting London-based retailer Topshop regularly teams up with PETA UK to let shoppers know that fur and exotic skins are not in. Just recently, Topshop made over the window of its flagship store to urge passersby to join Topshop in supporting PETA UK by pledging never to buy exotic skins. The company routinely advertises their ethical policies with pride. They’ve filled the window of their flagship store with an anti-fur display, and designed a window to proclaim, “Exotic Skins Make our Blood Run Cold. Join Topshop and Leave Wildlife Out of Your Wardrode”.
Besides retail, PETA partners with movie business too. You can find PETA India’s message when you’re sitting in a movie theatre. PETA India’s pal, Nikhil Advani, directed Delhi Safari—a story about animals who live in a national park in Mumbai and are trying to save their home from humans who want to build an apartment complex—to encourage kids and adults alike to help animals keep their natural homes. The film opened with a message from PETA India and we joined with the film’s producer Krayon Pictures to get as many people out to theatres as possible to take in the important message.
PETA India also gave a Proggy—progress award—to the pro- vegetarian animated animal-friendly film, The Green Chic – Finding Dad, the story of a family of chickens who are living happily in the jungle until a hunter kills the mother and takes the father captive. The family’s young son, Chiclet, sets out on a trek to Mumbai, along with his animal friends, to find and rescue his father from the butcher’s knife. There’s even a scene in which the team starts out on its mission dressed as PETA activists. PETA India was inspired to release its own ad starring Chiclet, who appears with his wings crossed, next to the words, “Animal Abuse Ruffles My Feathers. Report Cruelty to Animals” and worked with Koffee Break Pictures in promoting the film.
If you saw Jism 2, you probably know that director Pooja Bhatt and co-producer Dino Morea donated the proceeds from the auction of the Jism 2 wardrobe to support PETA India’s efforts to encourage homeless dog adoption, promote sterilization, and support PETA’s other lifesaving campaigns.
PETA India’s Caring Consumer campaign got a boost thanks to Chitrangada Singh and other cast and crewmembers of the supernatural movie, Joker. Singh, was “bleeding” in a PETA India ad because an alien used a syringe-like mascara wand on her eye. The makers of Joker wanted filmgoers to urge the government to ban cosmetic testing on animals.
Raising awareness is the goal of any cause-related marketing attempt—and it has worked tremendously well for PETA India and our global affiliates. Because of PETA affiliates and the businesses we have joined with to get out important messages about animal protection, many more people now realize that animals are more like human beings—that they feel pain and fear, love one another, and value their lives—and they are becoming less likely to accept activities that cause suffering.
When the media reports on PETA affiliates’ activities or our corporate supporters, people flock to PETAIndia.com to order free vegetarian starter kits, check out our cruelty-free shopping guide, and other materials. By pairing up with kind- hearted companies, PETA India and our affiliates are ensuring that animal protection issues are always in the spotlight.
Poorva Joshipura is CEO, PETA India
This article first appeared in the Reality Issue of Marketing Booster magazine
