R Madhavan is a renowned name in the world of entertainment. Anyone who has seen Jodi Breakers, Rang De Basanti, Guru, 3 Idiots or any of his many other films is familiar with his compelling screen presence. Madhavan has also dabbled in the small screen space as a host in Big Money (Imagine TV). Now, the immensely popular actor brings that same fervour to a brand-new video from People for the Ethical Treatment of Animals (PETA) India during World Animal Day (4 October) and Vegetarian Awareness Month (October). Glass Walls is the first-ever hard-hitting exposé of India's meat, egg and dairy industries and is a must-see for anyone who cares about the suffering of others. The video, based on years of investigative work by PETA India, aims to encourage people to reject violence against animals and go vegan. It takes its name from Paul McCartney's iconic statement: "If slaughterhouses had glass walls, everyone would be vegetarian." A broadcast-quality download of the video is available here: http://petaav.com/4broadcast/pveg_1008.1_Glass_Walls_Madhavan_peta_India_v1_PAL.htm. The video can also be watched here: http://www.petaav.com/4preview/Glass_Walls_PETA_India_Madhavan_rc2_preview.htm. "I'm Madhavan, and I'm a vegetarian. When you see what goes on inside a slaughterhouse, I think you'll lose your appetite for animal flesh, too", begins Madhavan in the video. "Animals feel pain, just as people do. They value their lives, just as we value ours. They're terrified by the sights and smells of the slaughterhouse, and they fight for every last breath." He concludes by saying, "I hope you'll also make the compassionate choice to go vegetarian.” Animals killed for food are crammed into transport vehicles for slaughter in such high numbers that many sustain broken bones or suffocate en route. At slaughterhouses, workers often hack at the throats of goats, sheep and other animals with dull blades. Chickens on factory farms are crowded by the thousands into dark sheds that reek of ammonia from the accumulated waste in which the animals are forced to stand. Calves in the dairy industry are traumatically torn away from their mothers within hours of birth. Fish are often crushed and mutilated while still alive. India has high rates of heart disease, cancer, diabetes and obesity, and the consumption of meat and other animal-derived products has been conclusively linked to these ailments. Raising animals for food is also a leading cause of greenhouse-gas emissions, water pollution and land degradation. R Madhavan has been a long-time supporter of PETA and has previously appeared in a pro-vegetarian print ad for the group. He has also asked the KFC chief to adhere to basic animal welfare standards. For more information, please visit PETAIndia.com.