Named as 'Compost Banao, Compost Apnao', the campaign has superstar Amitabh Bachchan as its brand ambassador.
Stating this here today, Joint Secretary of Urban Development Ministry Praveen Prakash said that scientific processing of solid waste in all urban areas was one of the key initiatives being carried out under Swachh Bharat Mission.
The Centre has been stepping up efforts to encourage conversion of biodegradable waste into compost, for use as fertilizer, and reduce the amount of waste going to landfill sites, he said.
Prakash said the ministry has adopted a multimedia approach for the campaign.
More From This Section
To maximize the impact and reach of the messaging, the campaign comprises TV commercials, which would be aired through all leading TV channels and would be supported through print, digital cinema, radio and outdoor ad campaigns-posters, hoardings in public spaces across various cities, he said.
The campaign is produced by the ministry with the help of NFDC, he added.
The advertisement features Bachchan reciting dialogues from some of his blockbuster movies while appealing to various target groups to set up decentralised composting facilities in their respective premises and using the same for converting kitchen waste into compost.
The commercial ends with the tag line 'Compost Banao, Compost Apnao' by Bachchan, encouraging the citizens to adopt the practice of composting, Prakash said.