The campaign was unveiled at a live press conference in Mumbai, which was marked by the esteemed presence of Ajay Devgn, Rohit Shetty, Sharvari Wagh, Imtiaz Ali, Bhushan Gagrani, Asif Bhamla, and Neeraj Roy.
Published Date – 31 May 2025, 03:52 PM
Hyderabad: Continuing its endeavour to drive thought-provoking conversations around environmental conservation, Hungama Digital Media, in association with the Bhamla Foundation and Brihanmumbai Municipal Corporation (BMC), launched the third edition of the impactful green initiative — Tik Tik Plastic 3.0. The campaign was unveiled at a live press conference in Mumbai, which was marked by the esteemed presence of Ajay Devgn, Rohit Shetty, Sharvari Wagh, Imtiaz Ali, Bhushan Gagrani, Asif Bhamla, and Neeraj Roy. This year, the initiative brings together a formidable creative force to spotlight the devastating effects of plastic pollution through a hard-hitting short film anchored in the official theme — #BeatPlasticPollution, which was also launched at the event.
The first film, titled ‘Earthing’, stars Ajay along with Sharvari, while the second one, ‘Pyasa’, features Ajay Devgn in a solo role. Directed by Imtiaz Ali, both short films aim to spark dialogue, encourage behavioural change, and catalyse meaningful climate-conscious action. As the official digital partner of Tik Tik Plastic 3.0, Hungama Digital Media will distribute the films across various digital platforms.
This edition of the campaign is also supported by partners including Godrej Industries Group and Ravin Group, whose commitment to environmental sustainability has been instrumental in expanding the impact of this movement
Bhushan Gagrani, Municipal Commissioner of BMC, highlighted the need for community involvement and said, “This campaign exemplifies the power of collaboration between public institutions, private enterprises, and international organizations like UNEP to address urgent environmental challenges.
Mumbai generates a significant portion of plastic waste annually and managing this requires active community participation. By promoting awareness and encouraging eco-friendly habits, we can reduce plastic usage and protect our soil, plants, and environment. Together, through initiatives like this, we can build a cleaner, greener Mumbai that sets an example for cities across India and the world.”
Ashish Shelar, Minister of Cultural Affairs, Maharashtra, said, “The Bhamla Foundation continues to champion environmental causes in impactful and innovative ways. I congratulate the entire team for their tireless efforts — from securing CSR funds to organizing beach clean-ups and launching initiatives for students. The BMC is committed to supporting and advancing such meaningful work. The concept of ‘Earthing’, along with its music, storytelling, and message, must resonate across the nation. We also aim to create more open spaces in Mumbai that can serve as the city’s lungs, contributing to a healthier, greener future.”
Commenting on his association, Ajay Devgn, Bollywood actor and Global Ambassador of World Environment Day 2025, said “The environment is not just a global concern; it’s a personal responsibility that affects every individual. I chose to be part of this campaign because it emphasizes simple yet powerful actions we can take to protect our planet. Initiatives like eliminating plastic from our daily lives are essential steps toward a cleaner and greener future. By addressing pressing issues like plastic pollution, we can collectively strive to beat plastic pollution and create a sustainable world. I firmly believe that collective action can lead to meaningful change, and I’m honored to lend my voice to this vital movement.”
Asif Bhamla, Chairman of the Bhamla Foundation, called for actionable change and mentioned, “Driving actionable change requires mobilizing entire communities, and public-private partnerships like our collaboration with BMC and Godrej Industries Group are key to making a real difference. While behavior change remains a challenge in our country, simple communication paired with effective calls to action can truly land the message. For example, replacing single-use plastic bottles with sustainable alternatives and protecting soil, plants, and the broader environment are small but vital solutions that together help restore balance and sustain life on Earth. Through these films, we aim to revive sustainable lifestyles and inspire a collective shift toward environmental balance.”
Sharing his views on this year’s campaign, Neeraj Roy, Founder & Managing Director, Hungama Digital Media, said, “We are proud to continue our partnership with the Bhamla Foundation for Tik Tik Plastic 3.0. With Imtiaz Ali’s compelling storytelling and the involvement of celebrated actors like Ajay Devgn and Sharvari, we believe this campaign serves as a powerful call to action. By leveraging digital reach and cinematic influence, our goal is not only to raise awareness but also to inspire behavioural change that contributes to a more sustainable future.”
Following the film releases, Tik Tik Plastic 3.0 will roll out a series of impactful on-ground initiatives to promote sustainable living. These include afforestation drives, composting workshops, beach clean-up events, a green cyclothon to advocate land restoration, and awareness installations across Mumbai. The campaign will also extend to educational institutions and key stakeholders such as UNEP India, MCGM, and MoEFCC, reinforcing the message of conservation and community action beyond World Environment Day.
