Bollywood actor R. Madhavan has taken up the cause of chickens and has written to KFC CEO David Novak on behalf of PETA urging him to stop killing the birds.

PETA (People for the Ethical Treatment of Animals) is asking people to boycott KFC restaurants in India until animal welfare improvements are adopted.

"I am sure you're a compassionate person who agrees that animals, whether they are dogs, cats or chickens, should not be abused and that working to stop this unnecessary cruelty should be a top priority, " Madhavan wrote.

"Please use your unique position to stop the worst abuses of these sensitive birds by making the improvements suggested by PETA and KFC's own former animal welfare advisors, " he added.