B-Town baddie Gulshan Grover stars in a new PeTA ad against animal abuse in the leather industry.

The actor hopes to encourage people to take action against abuses which animals suffer when they are transported to slaughter for leather exported to the West.

This is not the first time that Grover has teamed up with PeTA and raised his voice against the leather industry.

In 2004, he shot an ad that showed cows packed on a lorry on their way to slaughter.