Simpoo, the affable mascot of CHannel [v], will promote the cause of PETA or People for the Ethical Treatment of Animals in a new ad campaign, which has the turbaned professor clad in a lettuce-leaf sarong declaring his support and love for animals, apart from claiming that he is a vegetarian.

The ad campaign is part of the channel's strategy to lend its support to PETA, and according to Amar Deb, head, CHannel [V], there could be no better way than getting Simpoo to do that. "Simpoo is loved by viewers across the country, and there could be no better vehicle to promote the message of being vegetarian and treating animals with respect."

The ad campaign will roll out in print as well as on television, and PETA India's chief functionary Anuradha Sawhney is hopeful that the message will register in the minds of young people. "We are very proud to have Simpoo support animal rights by choosing to be a vegetarian. We hope that his fans across the country will follow his example in earnest."