MUMBAI: On the occasion of PETA’s (People for the Ethical Treatment of Animals) 18^th Anniversary, Sony Music India and singer-songwriter Ankur Tewari joined hands with PETA to release a new music video titled Billi Ka Bachcha, dedicated to the group starring adopted cats. The aim of the video is to encourage the public to adopt homeless animals in need rather than supporting cruel pet stores and breeders.

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All the featured felines were either rescued from the street or adopted from an animal shelter – not purchased – and their guardians are the winners of the recent ‘Billi Ka Bachcha Video Contest’, which invited people to send in video clips showing their companions playing, snuggling, and otherwise being adorable. 

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Sony Music India's Kids' division head Anjana Devraj said, "This was an extremely unique initiative and we are proud to be associated with PETA. We are encouraged by the participation in the contest and the video looks extremely adorable. All the cats being featured are rescued cats. We hope you enjoy watching the video as much as we enjoyed creating it."

"I have always had cats as pets since childhood, and they formed a big part of me growing up. Billi Ka Bachcha came to me naturally, as all my cats were from the street. There's a kind of innocence that's common between kittens and kids that binds them together. Billi Ka Bachcha explores that bond," said the singer.

"What better gift than a video showing cats rescued from dire situations now playing in their permanent, loving homes?" said PETA associate director of celebrity and public relations Sachin Bangera.

"We're grateful to Ankur Tewari and Sony Music India for encouraging the adoption of homeless cats through this music video," he added.