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Pointing to a photo of cattle cruelly cramped inside a truck and a handler stepping on a collapsed animal, next to the tagline “Stop the Real Villains: Stop Cruel Animal Transport,” Bollywood ‘bad man’ Gulshan Grover stars in a brand-new ad for People for the Ethical Treatment of Animals India (PETA). Gulshan – who is best known for his chilling roles in countless Bollywood movies – wants Indian citizens to urge their local governments and police to take action against the illegal abuse of animals who are transported to slaughter for leather exported to the West.

The ad was shot by photographer Ashok Salian.“I am a villain only on screen; however, there are real-life villains who treat animals badly, whether in Mumbai or New York,” says Gulshan.

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