PETA India’s World Environment Day Vegan Campaign Showcases Radhika Madan as A Green Goddess!

June 8th, 2023

A vegan diet has numerous advantages, ranging from saving animals' lives to safeguarding our planet's future. After all, the quest of greater health, concern about the climate change emergency, and the agony of animal cruelty are among our top reasons for adopting a long-term vegan diet. But upon closer inspection, you’ll notice that whole plant foods have less calories per weight than animal products and processed foods. This means that the same amount of food contains significantly less calories and far more fibre, water, and phytonutrients. Hence, going for a whole food vegan diet is a terrific way to fill up your plate and feel content at each meal! And it appears a wide range of celebrities and movie stars agree for they often transition to plant-based meals while working on their fitness for work, and manage to be charmed by the vegan lifestyle.

Ace actress Radhika Madan did precisely this when she decided to go vegan few years ago. Now, PETA India's latest vegan commercial features the versatile actor posing in a garment made of cabbage leaves and urging viewers to "Turn Over a New Leaf" and "Try Vegan."

© PETA India

Radhika’s vegan journey

Radhika opted to go vegan few years ago in order to better her physical fitness for the role of a teen in Angrezi Medium. She continued to do so even after the cameras stopped recording. “My character, Tarika, from Angrezi Medium helped me discover vegan foods, and it completely changed my mindset and gave me a clearer perspective on life,” said Madan. “I have a lot of leafy greens, sattu is my source of protein, and there’s so much variety contrary to what people think. I encourage everyone to try being plant-based – help the animals and yourself, too!”

Madan, who is swiftly becoming one of the busiest actors in the industry, represents Indian cinema on a global scale. Her films, including Mard Ko Dard Nahi Hota, Kacchey Limbu, and Sanaa, had their world premieres at several major film festivals, including the Toronto International Film Festival, the New York Indian Film Festival, and the Cannes Film Festival. Anyone who follows Madan's lead and chooses a vegan diet dramatically reduces their carbon footprint because animal agriculture accounts for more than a quarter of all human-caused greenhouse gas emissions. 

Intriguing facets of the campaign

The striking print advertisement, which debuted on World Environment Day (5 June), was shot by photographer Sahil Behal and featured Saisha Shinde's costume, Cassandra Kehren's hair and makeup, and Sukriti Grover's styling. At the present moment, Madan joins a long line of celebrities who have worked with PETA India to promote healthy, cruelty-free vegetarian meals, including Kartik Aaryan, Anushka Sharma, Shahid Kapoor, Hema Malini, R Madhavan, and many more.

Compelling factors that motivate people to choose a vegan diet

According to University of Oxford researchers, going vegan can reduce food emissions by up to 73%. Veganism can also assist to reduce the spread of deadly diseases such as COVID-19 and SARS, which are all linked to the confinement and death of animals for food. Of course, following a vegan diet is beneficial to animals. The PETA India film exposé "Glass Walls" reveals that hens killed for food are commonly hanged upside down before having their necks slit. Cows, buffaloes, and pigs are crammed into trucks in such large numbers that their bones frequently break, and they are stabbed in the heart while they scream. Fish are either cut open while still alive or suffocate on fishing boat decks. 

PETA India offers a free vegan starter kit on their website, based on the belief that "animals are not ours to eat" and opposing speciesism, a human-supremacist worldview. There was truly never a better time to go vegan.