Enkayaar, Bollywood Trade News Network

When the world is celebrating the World Environment Day today, and most of the celebrities from all over the world have committed them to the cause of the environment, one of the biggest industries in the world is not associating itself in the same vein. This is what could have prompted the World Toilet Man Jack Sin, who was in Mumbai recently to comment that the Bollywood ought to endorse the concept of toilet and good hygiene and wanted it to adapt the slogan "Love Thy too". If this is picked on the eve of the World Environment Day today then it could serve the cause of environment to a great extent for the country.

One of the biggest degradations that are being experienced in the environment also owes to lack of proper sanitary facilities. And there could not be any better occasion than the Indian Players League currently going on in which there is profuse participation of stars from all the language industries.

With IPL being driven by the advertisements, and the rates of advertisements shooting up on account of increased TRP, this could be the perfect opportunity to endorse the cause of the environment. There would not be a better brand ambassador than Shah Rukh Khan if the cause were sold to him. For a cricket crazy nation that has a mad frenzy about cinema, if the celebrities endorse the cause of environment there would be no dearth of followers to pick it up.

Lots of momentum has already been initiated for the cause of the environment and in the regional cinema this cause has been espoused for quite a long time. Be it Ritwick Ghatak's MEGHE DHAKA TAARA, Girish Karnad's CHELUVI and other films, environment as a cause has been brought on to the silver screen in a compassionate manner. V Shantaram's epic DO AANKHE BARAH HAATH had also touched the cause of environment in an oblique manner. In the mainstream Hindi cinema there have been very sporadic attempts to address the cause of environment. Yash Chopra had made KALA PATTHAR to highlight the cause of environment but the mild success that it achieved, may have deterred him to change the idiom of his cinema.

The time has come for the industry to rise to the danger, if the reports of GREEN PEACE are to be believed, which has ominous predictions for Mumbai. They have predicted that the areas around the seacoast may be claimed by sea in another thirty-forty years, if the present trend of damaging the environment continues. The bells are tolling, and the ambience about it can be created in a big way if the celebrities take it up as a cause and then the degradation to the environment can be curtailed to a certain extent. After all, this is the industry that very few would know is into maximum recycling that can be possible but it does not publicize it. May be, time has come for it now, so Just do it.