Big B to be face of waste-to-compost campaign under Swachh Bharat Mission

Megastar Amitabh Bachchan will be the face of the waste-to-compost campaign under the Swachh Bharat Mission (Urban).

He will be the face and voice of a campaign to promote a specific component of the mission, sale of city compost for fertilizers to help reduce the amount of waste going to landfills.

The Urban Development Ministry earlier on June 20 wrote to Bachchan, thanking him for being 'one of the most proactive ambassadors' of the Swachh Bharat Abhiyan saying, "We would be grateful if you would agree to be the face of these promotions for city compost, lending your voice and person for the radio ads, TV commercials and posters."

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.

He is also likely to appeal to bulk waste generators like 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 ministry plans to promote the initiative through a multi-platform communication campaign featuring Bachchan that will be active soon.

Prime Minister Narendra Modi had launched the 'Swachh Bharat Abhiyan' or 'Clean India Mission' on October 2, 2014, and set a five-year deadline to usher in complete cleanliness in the country.