The Bhamla Foundation, in collaboration with the Brihanmumbai Municipal Corporation (BMC), has launched a powerful #BeatPlasticPollution campaign to mark World Environment Day. Supported by the United Nations Environment Programme (UNEP), the campaign – featuring Bollywood stars Ajay Devgn and Sharvari Wagh – addresses pressing environmental issues such as plastic pollution and the need to reconnect with nature through “earthing.” It aims to raise awareness and inspire collective action to protect our planet’s resources and restore environmental balance.

Asif Bhamla, Chairman of the Bhamla Foundation, said, “Driving actionable change requires mobilizing entire communities, and our partnership with BMC is a testament to how civic bodies and social organisations can come together to spark meaningful environmental reform. While behavior change remains a challenge, simple, emotionally resonant 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 help sustain life on Earth. Through these impactful films, we hope to revive sustainable lifestyles and inspire a collective shift toward environmental consciousness.”

At the heart of the campaign is a compelling two-part digital film series directed by acclaimed filmmaker Imtiaz Ali, and featuring Bollywood actors Ajay Devgn and Sharvari Wagh. The films shine a light on the often-overlooked habits that contribute to ecological harm and advocate for a more mindful, nature-connected way of life.

In Pyasa , Ajay Devgn delivers a powerful on-set moment where a seemingly simple request for water becomes a deeper commentary on plastic use. Refusing to drink from a plastic bottle, he says, "Jo plastic dharti ki pyaas badhaega, meri pyaas kya bujhaega?” The film concludes with him choosing an earthen vessel instead – a symbolic act encouraging viewers to adopt eco-friendly alternatives.

In Earthing, against a backdrop of urban noise and disconnection, Devgn lies down on a patch of grass to ground himself. When Sharvari questions his actions, he replies, “Insaan ka bhi fuse ud sakta hai… wiring theek rakhne ke liye, earthing zaroori hai.” The message is clear – amidst the chaos of modern life, grounding oneself in nature is not only healing, but essential.

Commenting on his association with the campaign, 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. I joined this campaign because it communicates powerful yet simple changes we can all make. Eliminating plastic from our lives and reconnecting with the Earth are essential steps toward a healthier planet. I’m proud to be part of this initiative, and I believe that together, through collective action, we can bring about real change.”

Sharvari Wagh added, “This project made me realise how rarely we truly connect with nature. In the film, my character questions Ajay sir’s unusual behaviour, but by the end, she understands – and so did I. Today’s youth are constantly plugged into technology, but it’s important we also plug into the Earth. This campaign doesn’t just tell you to change – it shows how simple and beautiful that change can be.”

Director Imtiaz Ali shared, “Both Pyasa and Earthing came from a place of deep concern and hope. With Parched, we used the basic human need of thirst to show our disconnection from nature, and how plastic – so unnatural – has become our default. In Earthing, we offered a moment of calm and clarity amidst urban chaos. These films are about awareness, yes, but more importantly, about emotion and triggering people to reflect on habits they’ve stopped questioning.”

Asif Bhamla, and his foundation also acknowledged Ajay Devgn, Imtiaz Ali, Sharvari Wagh, Rohit Shetty, Bhushan Kumar,Rohini Iyer, Bhushan Gagrani & Neeraj Roy, and honoured them at the event, for their continued contribution, support and encouragement towards this global environment campaign.

The campaign will culminate in a Cyclothon on June 4, inviting citizens to participate in a collective reaffirmation of their commitment to environmental sustainability. In addition to the digital films, the Bhamla Foundation and BMC will conduct on-ground engagement activities aimed at educating the public and encouraging the adoption of sustainable lifestyle practices.