Amitabh Bachchan to be the face of a clean India campaign

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The government has informed that Bollywood superstar Amitabh Bachchan would be the face of the city compost campaign of Swachchh Bharat Mission.

Urban Development Minister M Venkaiah Naidu spoke to the megastar and thanked him for agreeing to be the face of the ministrys new communication campaign, which is 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.

Bachchan, in his new role, 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 would 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.

Presently, India produces over 1.54 lakh metric tonnes of solid waste per day, 50% of which comprises of organic waste that can be converted into compost and gas.

Despite the clear advantages of city compost, its current production from waste lags far behind its potential. Therefore, a focused communication campaign is being launched with Amitabh Bachchan as its face to spread awareness and push up the production of city compost, leading to increased quantum of waste processing and disposal and lessening the burden on existing dump sites, a release stated.