R. Madhavan and Kareena Kapoor have been crowned winners in the first-ever "Cutest Vegetarian" online poll conducted by PETADishoom – People for the Ethical Treatment of Animals' (PETA) India's youth division. It was a close race with stiff competition from Mallika Sherawat, Mahima Chaudhary, Shahid Kapur and Rajneesh Duggal. In the male category, heartthrob Madhavan won hands down. A familiar face on Hindi TV, he became the blue-eyed boy of Kollywood. A strong supporter of vegetarianism, Madhavan has always encouraged youngsters to go vegetarian for their health, the animals and the environment. He appeared in an ad in which he crammed himself into a cage to show the suffering of chickens. He also made a pro-vegetarian public service announcement, did an introduction in Tamil for PETA 's "Compassionate Citizen" education program and launched PETADishoom.com’s popular pro-vegetarian online e-card. A lover of animals, he says he loves them so doesn't eat them.