Big B to Be the Face of Swachh Bharat Mission

Amitabh Bachchan to encourage citizens to use compost produced from municipal solid waste.

Bollywood actor Amitabh Bachchan will be the face of Swachh Bharat Mission. (Photo: Reuters)

Megastar Amitabh Bachchan will be the face of the “City Compost Campaign” under Swachh Bharat Mission to encourage citizens to use compost produced from municipal solid waste, an official said.

Urban Development Minister M. Venkaiah Naidu on Friday spoke to Amitabh and thanked him for agreeing to be the face of the Ministry’s new communication campaign, encouraging citizens to use City Compost produced from municipal solid waste, an official of the ministry told IANS.

The megastar will appeal to all citizens, nursery owners and horticulture agencies to pledge to use only city compost in their gardens, farm houses and public gardens. 

Ministry Official

Amitabh 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 Big B that will be active soon.