In anticipation of the upcoming IIFA 2023 event, notable personalities are joining forces to promote sustainability and environmental awareness. Former beauty queens Dia Mirza, who serves as the Goodwill Ambassador for the United Nations Environment Programme and the United Nations Secretary-General’s SDG Advocate, along with Bollywood actors Rakul Preet Singh and Rajkummar Rao, have collaborated with the United Nations in India. Their collective effort aims to endorse sustainability and introduce the Be Water+ve initiative, developed in partnership with the AquaKraft Foundation. This collaboration seeks to raise awareness about the importance of responsible water usage and conservation.
In line with the call for civic engagement by the respected Prime Minister Narendra Modi, the International Indian Film Academy (IIFA) has taken the initiative to launch the Be Water+ve campaign in collaboration with the AquaKraft Foundation. With a strong focus on water conservation, IIFA aims to drive a comprehensive advocacy campaign that will enlighten civil society on the importance of preserving this vital resource. Furthermore, IIFA intends to implement practical interventions in the most underprivileged villages, striving to transform them into water-positive communities. By actively engaging in these endeavours, IIFA seeks to address the pressing issue of water scarcity and promote sustainable practices for a better future.
Speaking about the initiative, Dia expressed, “It is important to remind ourselves that concepts of refuse and reduce precede reuse, recycle and repair. Every year, the world produces more than 400 million tonnes of plastics, causing untold damage to the environment and societies. India’s response is proactive and multipronged. But all of these measures would be incomplete if ‘we’ – the citizens, don’t adopt a more environmentally conscious lifestyle.”
Furthermore adding to it, Rakul said, “Transforming our relationship with nature is the key to reversing the triple planetary crisis of climate change, nature and biodiversity loss, and pollution and waste and I’m glad to give my small contribution towards it. I’m very excited to be performing for the first time at the IIFA Awards.”
Rajkummar Rao expressed his joy and excitement as he gears up for his debut appearance on the prestigious IIFA stage. Rao will have the honour of co-hosting IIFA Rocks alongside Farah Khan. Speaking about the occasion, he says, “The UN Sustainable Development Goals are the subject of a fantastic initiative to raise awareness and spur action. Being the international festival of Indian cinema, IIFA has always been sensitive to such delicate issues looking towards the primary objectives of ecology, sustainability, and water conservation. I’m happy to be a part of such a huge initiative along with this I’m very excited to be making my debut at the IIFA Rocks and IIFA Awards in Yas Island Abu Dhabi.”
Over the years, the International Indian Film Academy (IIFA) has been at the forefront of promoting important causes such as environmental conservation, sustainability, women’s empowerment, and girls’ education. Through its platform, IIFA has effectively championed advocacy and action in these areas, enlisting the support and participation of numerous celebrities and actors. By leveraging their influence and reach, these prominent figures have fervently advocated for these causes, raising awareness and inspiring positive change. IIFA’s commitment to addressing these critical issues has played a significant role in mobilizing support and fostering a culture of social responsibility within the entertainment industry and beyond.
Read more: IIFA 2023: Unveiling The Complete Guest List For Bollywood’s Biggest Night
Leave a comment