This World Environment Day, Godrej Industries Group, in collaboration with the Bhamla Foundation and the BMC, has launched a powerful campaign supported by UNEP to spotlight one of the most pressing global concerns — plastic pollution. Featuring Bollywood icons Ajay Devgn and Sharvari Wagh and directed by the acclaimed Imtiaz Ali, the campaign drives home the message of environmental responsibility through emotion and everyday symbolism.
Godrej Industries Group: World Environment Day
Addressing Urgency: Plastic Waste & Sustainability
Sujit Patil, Chief Communications Officer of Godrej Industries Group, emphasized the magnitude of plastic waste generation, which exceeds 2 billion tonnes annually, with just 9% of plastic being recycled. Against this alarming backdrop, the campaign showcases Godrej’s commitment to sustainability — having reduced its plastic packaging intensity by over 20% since 2020.
This initiative seeks to use the influence of celebrities to amplify the urgency of change and push for a more environmentally conscious society through relatable, impactful storytelling.
#BeatPlasticPollution Campaign Films: Pyaasa & Earthing
Directed by Imtiaz Ali, the campaign comprises two emotive digital films:
Pyaasa: Ajay Devgn rejects a plastic bottle and opts for an earthen pot instead, subtly demonstrating the switch from single-use plastics to sustainable options.
Earthing: Amid urban chaos, Devgn lies on the grass, prompting a curious Sharvari Wagh to ask what he’s doing. His reply: “Insaan ka bhi fuse ud sakta hai… wiring theek rakhne ke liye, earthing zaroori hai” — a metaphor for grounding ourselves in nature to maintain balance.
These narratives illustrate how simple, conscious actions can lead to large-scale behavioural change.
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Voices of Change: Ajay Devgn, Sharvari, and Imtiaz Ali
Ajay Devgn, as the Global Ambassador for World Environment Day 2025, highlighted the personal responsibility we all share: “Initiatives like eliminating plastic from our daily lives are essential. Collective action can lead to meaningful change.”
Sharvari Wagh shared how the campaign made her reflect on the constant digital distraction and the importance of reconnecting with the Earth: “It’s not just about telling people to change — it’s showing how grounding and simple that change can be.”
Imtiaz Ali, known for his emotionally resonant direction, explained the intention behind the films: “We wanted to evoke emotion and prompt reflection through the most basic human instincts — thirst and calm.”
On-Ground Activations and Cyclothon
The campaign, supported by Godrej Magic Handwash and Godrej L’Affaire, will culminate in a Cyclothon on June 4, encouraging citizens to commit to sustainability physically and symbolically. Godrej Magic Handwash will also drive ground-level change by distributing free samples and promoting environmentally responsible practices.
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Conclusion: A Grounded Call for Collective Action
This campaign isn’t just storytelling — it’s a movement. Through public-private partnerships, relatable cinema, and grassroots initiatives, Godrej and Bhamla Foundation have turned World Environment Day into a wake-up call. With Ajay Devgn and Sharvari Wagh leading the charge, the message is clear: it’s time to unplug from unsustainable habits and plug back into the Earth.
Let’s #BeatPlasticPollution — one habit, one choice, one step at a time.
