MUMBAI: The lead character of "Ghatothkach - Master of Magic.", created by Shemaroo Entertainment has been adopted by animal welfare organization Peta as the official brand ambassador for its "Save The Elephant" campaign.

At the music launch of the film in Mumbai on Wednesday, it was announced that as a part of the PETA association, this character will help to spread the word not only about the upcoming movie but also on the special campaign related to the cruelty towards elephants.The story, direction and music for this film have been done by Singeetam Srinivasa Rao, who is a veteran in the film industry and renowned for masterpieces like Pushpak, Appu Raja, Mayuri and Son of Aladdin.The music score for Ghatothkach comprises eight foot-tapping numbers. The music is composed in seven languages including Telugu, Hindi, Tamil, Kannada, Malayalam, Bengali and English and has been released by T-Series.

The launch event was attended by likes of Master Shravan, the voice behind "Main hoon Ghatothkach" who also performed a live number, other prominent playback singers such as Mahalaxmi Iyer, Sunidhi Chauhan, Sudesh Bhosle, Shreya Ghosal, Sameer and the entire cast of 9X's Chak De Bachche.

A life size mascot of Ghatothkach has been making appearances around town at selected public places like Inorbit Mall and other frequented places by children and their families.