‘Dishoom Kumar’ Makes TV Debut

Pro-Vegetarian Animation Short of Debonair Rooster Goes National to the Hip Hop Sound of Karmacy

What do you get when you take a smooth-talking rooster and thrust him into action saving a gaggle of hens from becoming someone’s dinner? Bollywood-style hero “Dishoom Kumar“, of course, and he’s making his national debut, thanks to Channel [V] and petaDishoom — PETA India’s youth wing. Viewers will be thrilled as they watch Kumar, petaDishoom’s new mascot, win his hen admirers’ freedom by doing a Bollywood dance and giving a butcher truck one “dishoom” of a kick. For his heroic deeds, Kumar ultimately wins the affections of the lovely green-eyed hen “Cluckwarya Rai”.

Says Amar K. Deb, head of Channel [V], “We have always supported animal protection and are excited to help petaDishoom.com’s new mascot, Dishoom Kumar, spread the serious message of vegetarianism in a very entertaining and lighthearted manner.”

The music for the pro-vegetarian animation short was made by renowned hip-hop band Karmacy, whose 2005 multilingual debut album ‘The Movement’ won praise worldwide. Visitors to petaDishoom.com can view the animation short, read an exclusive interview with vegetarian rapper Nimesh of Karmacy, and enter to win CDs autographed by Karmacy.

Says Karmacy band member, Nimesh, “I am a vegetarian now. I love animals. I wish people took guilt trips to slaughterhouses. It’s important to face reality. I feel more people should be exposed to videos which could show animal cruelty during slaughter.”

The animation short was produced by Mahoot Media, creators of the popular comic strip, animation and video-clip Web site Badmash.

PETA India’s petaDishoom helps young people “dishoom” animal abuse and is teeming with their favourite musicians, actors and other celebrities who have spoken out for animals. “Dishoom Kumar will help young people appreciate chickens as the sensitive and intelligent birds they truly are and help them go vegetarian while adding another fun dimension to petaDishoom.com,” says Puja Joshi, Youth Projects Specialist, PETA India. Visitors to petaDishoom.com can win great prizes, such as celebrity-autographed posters, T-shirts, guitars, CDs, iPods and more.