Rahul Khanna poses for a mammoth cause

GIGANTIC CAUSE: Rahul tries to convey the trauma of elephants who are ill treated in zoos and cities.

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Mumbai: Posing against a dark, morose backdrop is Rahul Khanna who is shooting for a new advertisement.

But this no regular ad. Rahul is endorsing not a product but a cause and tries to convey the trauma of elephants who are ill treated in zoos and cities alike.

The actor, with the welfare of elephants on his mind, has tied up with PETA to promote awareness.

" With so many TV channels like Discovery and Animal Planet already showing brilliant documentaries on elephants, I think they don't need to be in zoos anymore. Instead they should be phased out gradually and should be sent back to their natural habitats," says he.

The actor says that elephants, like most animals in captivity, are especially vulnerable to abuse and ill treatment and so he has taken up the cause, as he feels that creating awareness is the key to improvement.

"I think as a community we need to move with the times," says he.

What is nice is that this otherwise elusive actor is speaking to the media not for his own interests but for a pet welfare project. And elephants, well, they have always been super cute.