In a clean sweep, Big B to promote waste processing

NAVADHA PANDEY MEENAKSHI VERMA AMBWANI New Delhi | Updated on January 16, 2018

Amitabh Bachchan and Maharashtra CM Devendra Fadnavis clean up garbage at JJ Hospital as part of Swachh Bharat Abhiyan (file photo)   -  Vivek Bendre

Campaign to bring behavioural change among pvt entities

Just when one thought he couldn’t be more ubiquitous, Amitabh Bachchan springs a surprise.

The 74-year-old actor, who is the face of government initiatives from Swachh Bharat to polio eradication, Save The Tiger and the Oil Ministry’s GiveItUp campaign, is set to endorse yet another mission.

This time it is an effort to promote waste processing and composting, as part of the Swachh Bharat initiative.

Popular choice

So what makes Bachchan the popular choice? “Amitabh Bachchan is one of the senior-most faces in the endorsement game. His pull cuts across all age groups, even the youth,” says brand consultant Harish Bijoor.

The latest campaign will be launched by the third week of November, a senior official in the Urban Development Ministry told BusinessLine.

“We are going to come up with a multimedia campaign...Amitabh Bachchan has agreed to be the brand ambassador.

“This campaign will focus on behavioural change among private entities, especially hotel and restaurant owners and urge them to opt for waste processing and generating compost at their own end,” he added.

An earlier ad campaign in which Bachchan lent his voice to a video which also had Kangana Ranaut playing goddess Lakshmi, talking about the ill-effects of littering.

New measures

“Behavioural change among citizens is a critical aspect of Swachh Bharat and we want to now focus on waste processing, especially food and organic waste,” the official added.

Meanwhile, the Centre has also announced many measures to promote its flagship Swachh Bharat scheme. While celebrities across all spheres of life were seen with brooms when the Swachh Bharat mission was launched, the Urban Development Ministry in August had also tied up with the publishers of popular children’s book Amar Chitra Katha to bring out a special edition comic book to promote cleanliness.

At the second anniversary of the mission this month, the Centre awarded entities across 11 different categories such as schools, hospitals and tourist destinations for their work towards cleanliness.

Published on October 14, 2016

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