The Brihanmumbai Municipal Corporation (BMC) has removed an anti-firecracker awareness video featuring actor Dia Mirza from its social media handles following significant political backlash. The decision to take down the clip came after vocal objections were raised by Bharatiya Janata Party (BJP) Mumbai president Ameet Satam, who publicly criticised the civic body for circulating the message. While the video featuring Mirza was pulled, other similar public awareness clips featuring prominent personalities, including actor Madhuri Dixit, cricketer Ajinkya Rahane, and Marathi actor Nishigandha Wad, remain active on the corporation's digital platforms.
In the now-removed video, Dia Mirza had appealed to Mumbaikars to refrain from bursting firecrackers during the Diwali festival to help mitigate noise and air pollution. The move to pull the content followed a post by Mr. Satam, who tagged the BMC and argued that citizens did not require instruction from the actor on how to celebrate the festival. “We don’t need lessons on how to celebrate #Diwali from @deespeak. Our traditions are deeply rooted in our culture,” Mr. Satam stated in his post. The BMC has not yet provided an official explanation or statement regarding its decision to remove this specific video while retaining others.
The controversy arises from a broader anti-firecracker campaign initiated by the civic body in response to directives from the Bombay High Court. The court had previously expressed concern regarding the city's rising air pollution levels and the administration's perceived failure to adequately regulate the use of fireworks during public festivals. As part of its ruling, the High Court imposed a strict ban on bursting crackers in public areas, including common spaces, parks, and roads. Furthermore, the court had explicitly suggested that the municipal authorities engage with public figures and celebrities to help spread awareness about the adverse environmental impacts of firecrackers, provided these efforts were conducted on a voluntary, pro-bono basis.
In compliance with these observations, the BMC reached out to several celebrities to record short messages urging residents to adhere to pollution guidelines. This initiative marked the first instance of the civic body utilizing celebrity endorsements for such a public awareness campaign. However, the move has drawn sharp criticism from several political quarters beyond the BJP. Shiv Sena spokesperson Shaina NC also weighed in on the matter, suggesting that while the festival of lights should not be associated with the promotion of pollution, citizens should be allowed to celebrate without external directives on their personal choices.
Union Minister Ramdas Athawale also expressed his opposition to the messaging featured in the video. He argued that the Indian Constitution guarantees the right to celebrate religious festivals in accordance with tradition, noting that while environmental concerns are valid, firecrackers remain an intrinsic part of the traditional Diwali celebrations for many. As the debate continues, the BMC finds itself in the middle of a delicate situation, attempting to balance judicial directives aimed at public health with the cultural sentiments expressed by various political representatives. The civic body's next steps regarding its public awareness communication strategy remain to be seen, as the incident highlights the tensions often present when public policy intersects with cultural expression.
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