Venkaiah Naidu Friday spoke to the megastar and thanked him for agreeing to be the face of the ministry’s new communication campaign, aimed at encouraging citizens to use "city compost" produced from municipal solid waste. In his new role, Mr Bachchan is expected to appeal to all citizens, nursery owners and horticulture agencies to pledge to use only city compost in their gardens, farm houses and public gardens. "Additionally, he will be making an appeal to bulk waste generators, such as educational institutions and hotels, to set up decentralised composting equipment in their respective premises and encourage the citizens to segregate organic waste for further composting," the release said. Therefore, a focused communication campaign is being launched with Amitabh Bachchan as its face to spread awareness and push up the production of city compost, leading to increased quantum of waste processing and disposal and lessening the Plastic Outdoor Suppliers burden on existing dump sites," the release added.Months after the Centre put on hold his name as brand ambassador for the "Incredible India" campaign, reportedly over the Panama Paper leaks, the government said on Friday that Bollywood superstar Amitabh Bachchan would be the face of the "city compost" campaign of Swachchh Bharat Mission, one of Prime Minister Narendra Modi’s pet projects. This comes months after reports that there was a rethink on the part of the government to sign up the actor for "Incredible India" after the exit of another Bollywood actor, Aamir Khan, following his controversial remarks on perceived intolerance."Despite the clear advantages of city compost, its current production from waste lags far behind its potential. At present, India produces over 1..54 lakh metric tonnes of solid waste per day, 50 per cent of which comprises organic waste that can be converted into compost and gas. Urban development minister M. "The ministry will soon launch a multi-platform communication campaign featuring the megastar," he said

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