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.

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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 peta2.com, PETA US’ youth outreach arm, to help animals.

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