Adah Sharma is associated with the People for the Ethical Treatment of Animals (PETA) India. She has taken up a campaign to spread awareness of animal abuse in the tannery business, affecting more than 1. 4 billion animals annually. With passion, Adah poses for a provocative picture showing a grotesque scene to bring home the violence these animals undergo. On the captions, ‘Leather is a Rip-Off,’ and ‘Your Leather Jacket Was Someone. ’
Appearing in Mumbai on August 20, the campaign focuses on the suffering of animals in the slaughterhouse: Many animals are transported in overcrowded vehicles that can cause injury or death. Most can see their friends, relatives, and colleagues killed before they are killed themselves. Adah urged shoppers to use vegan products while appealing to them to know that classy things can be availed without compromising the lives of animals.
Apart from the script, direction is done by the same team that creates the aesthetic and visuals with photography by Tejas Nerurkar and styling by Juhi Ali. Adah joins several actresses, including Raveena Tandon and Dia Mirza, in supporting ethical fashion. Earlier efforts have compelled most of the prominent designers to exclude leather from their line of products, meaning that fashion is slowly but steadily becoming conscious and humane.
