After sporting ‘only Shakahari (vegetarian) music videos’ tag, Channel [V] has taken its vegetarianism status a step ahead.
Star’s music arm has joined hands with Peta to advocate vegetarian diet. So, while the channel mascot Prof SS Sodi aka Simpoo will be spouting Peta’s ‘No-Meat’ message in print ads, the channel will also be airing a video version of the ad campaign. The announcement was made at a press conference, yesterday.
Latest Peta print ad, which features Simpoo dressed in a lettuce-leaf sarong, was unveiled by the original lettuce lady Aditi Govitrikar and designer Hemant Trevedi.
In a press release issued by the company, declaring his support and love for animals across the world, Simpoo has renounced all things non-vegetarian and vowed to take his role as a champion for animals very seriously.
Outlining Simpoo’s plans, Channel [V] head honcho Amar K Deb offered, “Simpoo’s on a mission… to ensure that animals across the world are treated with love and respect. As a mascot, who is loved by Channel [V] viewers across the country, Simpoo is confident of spreading the message of the ethical treatment of animals. Simpoo’s equity with our viewers is very high. It’s cool, hip and very healthy to be a vegetarian, and Simpoo will deliver this message in true Channel [V] style.”
The video version of the ad campaign, which was previewed at Olive’s Bar and Kitchen, shows Simpoo narrating his mouth-watering diet plan. He starts his day with aloo da paratha and mango aachar and, later, dines on aloo gobhi and sarson da saag. His students and wife, meanwhile, are shown expressing surprise at Simpoo’s saying ‘na’ to chicken tikka.
“We are very proud to have Simpoo support animal rights by choosing to become a vegetarian. We hope that his fans from Jalandhar to Chennai will follow Simpoo’s example and realise that a vegetarian diet is the only way to go, ” says Peta India’s chief functionary Anuradha Sawhney.
Simpoo joins a host of celebrities who have ‘turned over a new leaf’ for animals, including Pamela Anderson, John Abraham, Aditi Govitrikar and Elizabeth Berkley, adds the release.