Amitabh Bachchan to be face of campaign under Swachh Bharat Mission

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Updated: July 15, 2016 7:19 PM

Actor Amitabh Bachchan is now the face of 'city compost' campaign of 'Swachh Bharat Mission', as the Centre had earlier written to the actor to "lend his voice and person" to the campaign.

Amitabh Bachchan, campaign, Swachh Bharat MissionThe Urban Development ministry had sent a letter to Amitabh Bachchan on June 20 to “lend his voice and person” and help promote a specific part of the campaign (Source: Reuters)

Actor Amitabh Bachchan is now the face of ‘city compost’ campaign of ‘Swachh Bharat Mission’, as the Centre had earlier written to the actor to “lend his voice and person” to the campaign.

The government has been stepping up efforts to encourage converting bio-degradable waste into compost, for use as fertiliser and reduce the waste going to landfill sites.

The Urban Development ministry had sent a letter to the Bollywood star on June 20 to “lend his voice and person” and help promote a specific part of the campaign, i.e. sale of city compost for use as fertilisers in order to reduce waste being transported to landfill sites, an official said.

“A major component of the Swacch Bharat Mission includes 100 per cent scientific management of solid waste in all urban areas…government is very keen to promote processing of bio-degradable component of solid waste into compost, for use as fertilisers, “the letter said that in order to succeed “this initiative will also need to be widely publicised – among farmers, citizens, nurseries and public gardens,” PTI reported.

“We plan to come out with a range of promotional material (radio ads, TV commercials, posters, jingles etc) to spread the message…In this respect we would be grateful if you would agree to be the face of these promotions…lending your voice and person for the radio ads, TV commercials and posters,” it added.

Prime Minister Narendra Modi had launched Swachh Bharat Abhiyan or Clean India Mission on October 2, 2014, and set a 5-year deadline to usher in complete cleanliness in the country.

(With inputs from PTI)

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