Sunny Leone is 'skinned' in new peta India ad

At Lakmé Fashion Week's Sustainable Fashion Day, Bollywood's Sunny Leone unveiled her new ad for People for the Ethical Treatment of Animals (PETA) India.

It shows her skin being "torn off" – a reference to the fact that more than a billion cows, buffaloes, and other animals are tormented, killed, and skinned every year for the global toxic leather industry. The ad was shot by ace photographer Avinash Gowariker.

"With so many wonderful vegan shoes, bags, and jackets to choose from, there's no reason to choose to [h]urt the environment and take a life by wearing an animal's skin," says Leone.

"After learning about the horrors of leather production from my friends at PETA India, I vow to save animals and the planet by kicking leather to the [kerb] and urge my fans to join me."