In a case of life seeking to imitate art, the tribe appealed to James Cameron to help them stop Vedanta, reckoning that the author of the film "Avatar", which deals with a similar subject, would understand their plight. An advertisement in Variety magazine said: ""Appeal to James Cameron. Avatar is fantasy ... and real. The Dongria Kondh tribe in India are struggling to defend their land against a mining company hell-bent on destroying their sacred mountain. Please help the Dongria"." Other celebrities backing the campaign include Arundhati Roy (the Booker prize-winning author), as well as the British actors Joanna Lumley and Michael Palin. Lingaraj Azad, a leader of the Save Niyamgiri Committee, said the Dongria Kondh's campaign was "not just that of an isolated tribe for its customary rights over its traditional lands and habitats, but that of the entire world over protecting our natural heritage".