Everything was fine until the animal rights organization touched the nerve that gets every cow worshipper’s goat: dairy.
Nearly 21 years to this day, the world’s largest animal rights organization launched its first campaign in India. It didn’t make jaws drop like the infamous Tuff shoes advert had five years before it, but it did make you look. There, on the cover of Femina—which in 2000 was still India’s most reputed fashion magazine—was a sharp-featured Aditi Govitrikar in a ballroom gown made entirely of lettuce.
“Let vegetarianism grow on you,” the copy suggested. “Aditi Govitrikar for PETA.”
Govitrikar, the only Indian supermodel who was also a practicing doctor, offered soundbite-sized medical advice on vegetarianism and fitness going hand …
Roshni is a features writer and former editor of The Morning Context's Chaos team. Her career spans The Ken, Reuters, the Hindustan Times and DNA. She is a recipient of the UNFPA Laadli award and was shortlisted for the RedInk Awards 2016 for her story on Mumbai’s leprosy colonies. Her far-flung ideas would sometimes drive our editor-in-chief Ashish up the wall, but he wouldn’t have had it any other way (even if he didn’t admit it).
roshni@mailtmc.com