The character of Ghatothkach in the upcoming animation film 'Ghatothkach - Master of Magic' has been adopted as a brand ambassador by People for Ethical Treatment to Animals (PETA) for their 'Save The Elephant' campaign.

Speaking at the release of the film's music album here Wednesday, PETA campaign manager N.G. Jayasimha said: 'Through the film 'Ghatothkach', we want to spread the message that elephants do not belong in zoos or circuses.

They have a natural habitat which they must be allowed to live in. We want the people to be 'ele-friends'.' PETA campaign co-ordinator Sachin Bangera told: 'Ghatothkach's best friend is an elephant called Gajju who lives in a free environment. This will definitely make people think about the animal's natural habitat.

Besides, a message will also be carried before the film to generate awareness for the animal.' The film is the story of Ghatothkach, the son of Hindu mythological figure Bheem and his wife Hidimba. In the movie, Ghatothkach is shown to have magical powers.

The film is an interesting mix of magic, action, romance, comedy and fantasy. The film, which will premiered at the Cannes Film Festival May 17, has been directed by Singeetam Srinivasa Rao, who has earlier made internationally acclaimed films like 'Pushpak', 'Appu Raja' and 'Little John'.

'We have hired the best talents from Britain, the US, Singapore, Canada, Plilippines and India. This will be a landmark film in Indian animation,' said the 77-year-old director whose first animation film was 'Son of Alladin'.

The 100-minute-film has been produced by Shemaroo Entertainment and Sun Animatics, Hyderabad. It is the second animation film of Shemaroo after 'Bal Ganesha'. The film, made in both 2D and 3D formats, will be released in seven languages - English, Hindi, Tamil, Telugu, Kannada, Malayalam and Bengali on May 23.