The Brihanmumbai Municipal Corporation has removed a video message fronted by actor Dia Mirza from its social media handles, weeks after launching an awareness drive asking Mumbaikars to celebrate a low-pollution Diwali, while retaining campaign clips featuring other celebrities.
Mirza's clip, in which she asks people to avoid firecrackers and the noise and air pollution they cause, was taken down on Sunday. Videos featuring actors Madhuri Dixit and Nishigandha Wad, and cricketer Ajinkya Rahane, continue to be available on the civic body's X and Instagram pages. The campaign was launched against the backdrop of rising air pollution and a Bombay High Court order, and the civic body is headed by Municipal Commissioner Ashwini Bhide.
The removal followed a post on X by BJP leader Ameet Satam, who tagged the BMC's official handle and wrote: "We don't need lessons on how to celebrate #Diwali from @deespeak. Our traditions are deeply rooted in our culture." He also questioned why an actor should be offering tips on celebrating the festival. Reports describe Satam variously as the party's Mumbai unit chief and its Mumbai spokesperson.
The civic body has not given an official reason for taking the clip down, and its officials did not respond to repeated requests for comment.
Mirza, who has campaigned on climate issues for years, defended the video. Speaking to reporters, she said: "Why should anyone be critical of a video that the Honourable Bombay High Court and BMC have made me record in public interest?" She said air pollution was a public health concern and that every effort to curb it deserved support.
Mumbai Mayor Ritu Tawde, speaking to reporters on Monday, reportedly said Mirza had opposed the Narmada project, the Uniform Civil Code and steps to address the environmental crisis, and alleged that her opposition was consistently aimed at Hindutva. "We certainly do not need Dia Mirza to teach us" how to celebrate Diwali, Tawde reportedly said, adding that the corporation had strongly opposed the video for that reason.
Shaina NC, a spokesperson for the Shinde Sena, told a news agency that Diwali is the festival of lights and that Mumbaikars did not need outsiders to teach them how to celebrate it.
The clip continues to circulate online after its removal from official handles, and the decision drew mixed reactions on social media, with some users backing the objection and others defending efforts to revisit old customs. The episode has opened a debate over how prominent public figures should help promote eco-friendly festivities.
(With inputs from media reports)