Would you go vegetarian if Yana Gupta appeals to you submerged in crystal-clear water, surrounded by a school of exotic fish and wearing an alluring mermaid costume?

People for the Ethical Treatment of Animals thinks some people will and roped in the Czech-born model for their new advertisement, which is part of its campaign to promote vegetarianism.

It urges people to leave the fish in the sea to where they belong and to go vegetarian. It was shot by ace photographer Jatin Kampani, a release from PETA said. The tagline Try to Relate to Who is on Your Plate goes on to explain that 'Fish are Friends, not Food'.

"There are so many delicious and nutritious vegetarian options to choose from these days - in every part of the world - that there's no need to kill fish or any other animal for food," says Yana Gupta, who is vegetarian and who also tries to avoid dairy products. "A vegetarian diet is good for your health, the animals, the environment and your taste buds," she adds.

According to PETA, fish feel pain and suffer and those who are caught for food are often impaled, thrown, crushed and mutilated - all while still live - and then left to die slow and painful deaths by suffocation.

"It is unthinkable that fish do not have pain receptors: they need them in order to survive," says microbiologist Professor Frank Hird.

In commercial fishing, along with the fish, unintentional victims such as dolphins, birds and turtles are captured in huge nets and dragged along the ocean floor for hours along with rocks and debris.

External link: PETA website