Unitech Limited Karma Lakeland - cooped up - ambient billboard, India

I sense a chicken trend in the inbox today.... has PETA heard about this one? I must admit I don't quite get this: "Fabricated birds were put in coops which were welded together" - what, real live birds? In coops...which you then welded together? And used as a living billboard? It certainly looks like they're alive. Tagline: Time to check out villas at Karma Lakeland - Unitech. I might just check out how to set these chickens free instead.
Ad agency: JWT New Delhi

Saurabh Dua (Photographer)
Manoranjan Mukherjee (Designer)
Anuja Chauhan (Executive Creative Director)
Anupama Ramaswamy, Simran Sahni (Creative Director)
Anupama Ramaswamy (Art Director)
Simran Sahni (Copywriter)