New Delhi, Feb 23 (IANS): Bollywood actress Sonakshi Sinha will be the face of a TV campaign to protect and conserve the tiger population in India.

Wildlife channel Animal Planet has announced its fifth annual campaign, where Sonakshi will be the face of the channel’s 2016 "Where Tigers Rule" campaign. 

“Danger Se Darr Nahi Lagta Endangered Se Lagta Hai” Sonakshi said in a statement, expressing her long held emotion on the tiger crisis in India. 

The campaign will have the "Dabangg" actress inviting viewers to watch the month long programming on tigers and will relate her affection and dependence on her mother to a cubs’ love for their mother.

“I believe that humans have to respect other species and their habitats and adapt to co-exist. My parents took me to a national park to see a tiger and I would certainly love to take my children one day and show them this magnificent creature,” Sonakshi said.

Starting March 1, the channel will offer viewers an unprecedented access into the lives, habitats and behaviour of various tiger species.

The show will bring to fore stories of tigers, their co-existence with humans, the threatening environment and the conservation efforts of leading experts from India and around the world. 

The campaign is filmed at India’s magnificent forests, grasslands and protection reserves, including Madhya Pradesh’s Kanha and Bandhavgarh National Parks, Uttarakhand’s Jim Corbett National Park, Rajasthan’s Sariska and Ranthambore National Parks, West Bengal’s Sunderbans and Maharashtra’s Tadoba.

“My entire team feels deeply gratified that the tiger population in India has increased in the last few years. Our 'Where Tigers Rule' campaign attempts to bring attention to the imminent danger to tigers and to sensitise millions of viewers through breathtaking programming,” said Rahul Johri, Executive Vice President and General Manager, South Asia, Discovery Networks Asia-Pacific.