Celina Jaitley is celebrated for her beauty, but it's her compassion for animals that has helped PETA raise awareness of the abuse of captive elephants and cruelty endured by them, an issue which is close to the actor's heart. In an effort to raise the awareness, the actor is appearing in a new AD for PETA.

Shot by ace photographer Rakesh Shrestha, in this AD Celina is bound with chains and put herself in the elephants' place to illustrate how elephants suffer in captivity. With the tagline ''Shackled, Beaten, Abused''.

Celina has taken up the cause of Indian elephants that are forced to ''entertain'' people and are cruelly confined at various national parks and zoos across India as well as the European Union. Celina recently hosted a benefit in Switzerland which raised 1 million Swiss francs to help captive elephants.

''In Mumbai and other parts of India, I have seen so many elephants that are kept in such bad conditions in captivity. I think PETA has taken a very good step, and I am proud to be associated with this cause... I know my fans will also support me in this cause'', says Celina.

''Captive conditions cannot provide for the complex needs of elephants'', says PETA India's Anuradha Sawhney. ''These majestic animals belong in the wild, but instead they are locked up like criminals even though they have committed no crime. A more respectful way to observe these animals is through fascinating wildlife programmes on TV.''