Farhan Akhtar launches Mission Blue initiative by National Geographic

Bollywood big names like Imtiaz Ali, Madhur Bhandarkar, Farhan Akhtar, along with the Business Head India for Fox Networks Group - Swati Mohan were present at the launch of the Mission Blue initiative by National Geographic

Farhan Akhtar Farhan Akhtar launches Mission Blue initiative by National Geographic Source : Press

National Geographic's new campaign, Mission Blue is an initiative to which is launched to address the cause of water scarcity. Now this will be done through various specially created digital tools. By this, people will get a sense of not only how severe the water problem is, but also how small changes in their daily lives can help reduce their ‘water footprint'.

National Geographic event was launched in Mumbai to on the occasion of Earth Day. Farhan Akhtar is the new face of the campaign and was present at the event. Other than that, renowned Bollywood directors such as, Imtiaz Ali, Hansal Mehta, Aniruddha Roy Chowdhury and Madhur Bhandarkar are the few directors who creatively brought out the key message through everyday stories of India through their short films.

Business Head in India for National Geographic and FOX Networks Group, Swati Mohan, said, "National Geographic has always been a brand that has stood for driving purposeful change; something we have been doing for over a century now. Today, the water crisis around the world calls for much attention. In India alone, 76 million people lack access to safe water - a problem that is only going to get worse if no immediate action is taken. We are hopeful that this initiative will help enlighten people on what can be achieved by collective action."