The brand-new ad campaign for the People for Ethical Treatment of Animals (PETA) empathises for birds and the Pune Warriors cricketer will be seen batting for chickens.
The bowler appears confined to a small, clear cube behind a chicken and next to the words "Cramped, Scared, Abused. See Life Through the Eyes of a Chicken. Go Vegetarian."
The ad has been shot by ace photographer Vickky Idnaani.
"It was extremely uncomfortable to be stuck in that cube for even a few minutes