PETA+ Sony Music India collaboration Billi Ka Bachcha Video Con
Mumbai – Singer-songwriter Ankur Tewari's light-hearted new single, "Billi Ka Bachcha", is already winning fans on every audio music-streaming platform – and now, PETA and Sony Music India need fans' help to fill the accompanying video with images of rescued cats.
In honour of International Animal Rights Day (10 December), PETA has teamed up with the record label to launch the 'Billi Ka Bachcha' Video Contest, which asks everyone to submit videos showing their adopted cats playing, snuggling, and otherwise being adorable at home. The clips might just make it into the music video, which will promote the adoption of homeless animals and debut on 12 January, PETA's 18th anniversary.
"An adopted billi ka bachcha brings endless joy into a home," says PETA Associate Director of Celebrity and Public Relations Sachin Bangera. "PETA's first-of-its-kind collaboration with Sony Music India will encourage music fans across the country to help an animal in need by adopting a lovable dog or cat from the street or a shelter."
Anjana Devraj, head of Sony Music India'sKids' Division, says, "It is our honour to be associated with PETA for a cause which is close to our hearts as well, i.e. animal welfare. Finding good homes for homeless animals is the endeavour, and we believe the 'Billi Ka Bachcha' Video Contest will help create awareness about the importance of adopting strays. Ankur's sound is loved by all age groups, and since the song is highly addictive, we are confident that the response to this contest will be positive."
Tewari is excited about the collaboration, too: "I am glad to be associated with Sony Music and PETA for this cause. The song … subtly instils care and affection in the minds of children towards animals. Harassment of animals is a pressing issue in society, and I am quite sure this initiative will help us raise awareness … for rehabilitation and adoption of homeless animals through the 'Billi Ka Bachcha' Video Contest."
Homeless dogs and cats across India fight for their lives on the streets. Many go hungry, are killed by vehicles, incur broken bones or infected wounds, or are abused by cruel people, while countless others languish in animal shelters. PETA– whose motto reads, in part, that "animals are not ours to abuse in any way" – urges everyone to adopt homeless animals from a shelter or the street and never buy them from pet stores or breeders, which contribute to the animal-homelessness crisis.