World Environment Day: Imtiaz Ali, Ajay Devgn & Sharvari join hands for a special campaign

Ajay Devgn, Imtiaz Ali, Sharvari and Vedang Raina

People tend to listen when their favourite actor champions a cause. This belief has made Bollywood artistes join forces ahead of World Environment Day on June 5 every year, to raise awareness about nature conservation. This year, Ajay Devgn and Sharvari have taken the lead. The actors have shot for two special videos, helmed by Imtiaz Ali, as part of the World Environment Day campaign that aims to fight plastic pollution.

In the past few years, many stars - including Alia Bhatt, Abhishek Bachchan, and Bhumi Pednekar - have fronted music videos to drive home the message. But Asif Bhamla, whose foundation spearheads the World Environment Day campaign, reveals that they changed tack this year. "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," says Bhamla.

Ali based the campaign on a simple truth - that even the smallest acts of environmental preservation can make a big difference. While one video sees Devgn urging people against plastic use, the second was shot in a Bandra garden and has the two stars reconnecting with nature. The director shares, "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, the campaign not only marks his first collaboration with Ali, a director he has been keen to work with, but also mirrors his own beliefs. "I have been advocating for conscious, eco-friendly living, and this campaign is a natural extension of that journey. Our aim is to reach everyone with the message that even small actions, done consistently, can make a big difference." Sharvari adds, "To be directed by Imtiaz Ali was a dream come true. I have always wished to be on a set with him. To be in the same frame as Ajay Devgn sir was a fantastic experience. There is so much to learn by just seeing him perform."