Sean Kingston has teamed up with petaDishoom, the youth outreach arm of People for the Ethical Treatment of Animals (PETA) India for a touching ad. In the ad, Kingston and his dog Stella appear together on a sofa above the words “Chill With Your Dogs. Never Chain Them”. The ad is being launched during Sean Kingston’s concert tour of Mumbai, Pune, Hyderabad and Delhi.

Sean Kingston's PETA Ad: 'Chill With Your Dogs. Never Chain Them'

In a recent interview, the ‘Eenie Meenie’ singer talked about how dogs have enriched his life. “My new dog, Sunshine—there’s been, like, a huge chemistry between me and her. So I definitely would say [having her] in the studio … makes it a better vibe.”

The ad reads, “Your dogs are your best friends, so keep them inside and make them part of the family. Because life on a chain is no life at all”. Dogs have to endure all weather extremes – from monsoon rain to sweltering heat – often without receiving adequate food, water or veterinary care. Being chained or otherwise cruelly treated also makes dogs fearful and aggressive.

Kingston joins a number of musicians and other celebrities – including Linkin Park vocalist Chester Bennington, teen pop star Justin Bieber and the members of bands like Parikrama, Pentagram and Indian Ocean – who have teamed up with petaDishoom or, PETA US’ youth outreach arm, to help animals.

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