MUMBAI: Peering solemnly into the camera and slung with heavy metal chains, Rahul Ram, Tuheen Chakravarty, Susmit Sen, Amit Kilam and Himanshu Joshi, the five men who made up the acclaimed rock group Indian Ocean, star in a recently shot ad against the use of animals in circuses for People for the Ethical Treatment of Animals (PETA) India just in time for World Music Day (which is on 21 June).

The caption reads, ‘Try to Relate to Their Fate. Boycott Animal Circuses’. Indian Ocean wants people to know that  animals in circuses are chained, locked up in barren cages and deprived of everything that's natural and important to them and are regularly beaten, all for a lifetime of cheap tricks. The ad has been shot by leading photographer Anil Chawla, and their hair and make-up by Adwita Roy.

"We are performers and enjoy entertaining our fans, but chaining and beating freedom-loving animals into performing is not entertainment. It's abuse", says Indian Ocean. "We're asking all good people of conscience to stay away from any circus that enslaves and harms animals."

Animals in circuses are subjected to chronic confinement, physical abuse and psychological torment. Whips and other weapons – including ankuses, which are heavy, sharp steel-tipped rods – are used to inflict pain on animals and beat them into submission. Animals perform confusing, unnatural tricks – such as riding bicycles, standing on their heads or jumping through rings of fire – not because they want to, but out of fear of violent punishment.

Even when they aren't performing, animals in circuses suffer a lifetime of misery. Their access to water, food and veterinary care may be severely restricted. Dogs are crammed into dirty cages and rarely let out, and birds have their wings clipped so that they cannot fly and are confined to tiny cages. Horses are kept tethered on short ropes, and elephants are kept shackled by three legs.

The government has already banned the use of bears, monkeys, tigers, panthers and lions in performances. PETA India now calls on the government to follow the lead of Bolivia and Greece by banning the use of all animals in circuses.