Bollywood stars often lend their voices to important causes, knowing that fans are more likely to listen when their favourite actors speak out. In the lead-up to World Environment Day on June 5, this tradition continues as renowned actors Ajay Devgn and Sharvari take centre stage in a campaign focused on nature conservation. The duo has collaborated on two special awareness videos directed by acclaimed filmmaker Imtiaz Ali. This year's campaign specifically targets the urgent issue of plastic pollution, encouraging collective action to protect the environment.
In recent years, several celebrities like Alia Bhatt, Abhishek Bachchan, and Bhumi Pednekar have featured in music videos to spread awareness. However, Asif Bhamla, who leads the World Environment Day campaign through his foundation, shared that they took a different approach this year. Bhamla told Mid-Day in a conversation, “This time we have taken a break from music videos. When I initially reached out to Ajay for the music video, he said that dance is not his forte, but he will do it as a video message. He added that we should create something that can run at the theatres too; that way, we can reach out to maximum people. We have three videos, [two of which are] titled Tik Tik Plastic 3.0 and Earthing. While Ajay and Sharvari have starred in two, the third stars Zeenat Aman and singer Shaan.”
Ali built the campaign around a straightforward idea — that small actions toward protecting the environment can have a significant impact. In one video, Devgn encourages viewers to avoid using plastic, while the other, filmed in a Bandra garden, shows the two stars engaging with nature. The director told the publication, “While writing the two short films, I wanted to ensure that the tone is not preachy or boring; instead, it should be something that the country’s youth relate to. Ajay felt the same way.”
For Devgn, this campaign is not only his first project with director Imtiaz Ali — someone he has long wanted to collaborate with — but also aligns closely with his personal values.
Sharvari told the publication, “It is an honour to be a part of the Tik Tik Plastic 3.0 campaign with Asif Bhamla sir, Saher and the Bhamla Foundation who are doing groundbreaking work for my city Mumbai and my country, India. To be a part of a vision that aims to raise such an important awareness is deeply meaningful. We are all conscious human beings and together we can make a big difference in taking care of our community, environment and the country. To be directed by one of my most favourite filmmakers of all time, Imtiaz Ali, for this campaign was a dream come true for me. I have always wished to be on the set with him and it was amazing to see his vision for this important mission for our city."
She added, "To be in the same frame as Ajay Devgn sir, an artiste who has given such landmark films and memories to us all, was a fantastic experience for me. There is so much to learn from him by just being around him and seeing him perform. This important campaign wants to spark awareness, especially among the youth, in a way that feels honest and relatable. At the end of the day, it’s not always about grand gestures — it’s about our intention to make a difference. Every conscious choice we make for the environment counts, and I’m proud to be part of a movement that empowers individuals to step forward and do what’s needed and what’s the call of the hour."
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