Big B is face of Clean India
Months after the Centre put on hold his name as brand ambassador for the “Incredible India” campaign, reportedly over the Panama Paper leaks, the government said on Friday that Bollywood superstar Amitabh Bachchan would be the face of the “city compost” campaign of Swachchh Bharat Mission, one of Prime Minister Narendra Modi’s pet projects.
Urban development minister M. Venkaiah Naidu Friday spoke to the megastar and thanked him for agreeing to be the face of the ministry’s new communication campaign, aimed at encouraging citizens to use “city compost” produced from municipal solid waste. “The ministry will soon launch a multi- platform communication campaign featuring the megastar,” he said.
This comes months after reports that there was a rethink on the part of the government to sign up the actor for “Incredible India” after the exit of another Bollywood actor, Aamir Khan, following his controversial remarks on perceived intolerance.
In his new role, Mr Bachchan is expected to appeal to all citizens, nursery owners and horticulture agencies to pledge to use only city compost in their gardens, farm houses and public gardens.
“Additionally, he will be making an appeal to bulk waste generators, such as educational institutions and hotels, to set up decentralised composting equipment in their respective premises and encourage the citizens to segregate organic waste for further composting,” the release said.
At present, India produces over 1.54 lakh metric tonnes of solid waste per day, 50 per cent of which comprises organic waste that can be converted into compost and gas.