Actor Neil Nitin Mukesh has drawn attention towards the plight of abused elephants, which are used for tourist joyrides.
In his new campaign for animal rights organisation People for the Ethical Treatment of Animals (PETA) India, Neil is wounded and bruised with an ankus, a sharp iron hook used to prod elephants - near his face.
The tagline next to it reads: "Try to Relate to Their Fate: Elephants Used for Joy Rides Are Abused."
Talking about it, the actor said in a statement: "Let's bring enrichment into the lives of elephants by pledging never to use elephants for joyrides."
"A fleeting moment of amusement means a lifetime of suffering for these gentle mammals whose spirit is broken through the ruthless torture caused by the ankus and chains."
Neil was last seen on the silver screen in the 2016 film "Wazir".