Mumbai: The Brihanmumbai Municipal Corporation (BMC) has taken down a video featuring actor Dia Mirza from its crackers-free Diwali campaign following objections from Mumbai BJP chief Ameet Satam. The video urged residents to avoid firecrackers and reduce air and noise pollution during the festival.

To advertise here,

The civic body had invited several public figures, including Dia Mirza, Madhuri Dixit, Nishigandha Wad and cricketer Ajinkya Rahane, to record messages encouraging people to celebrate Diwali while being mindful of pollution. However, Mirza’s video was removed from the BMC’s social media accounts on November 1, while the other celebrity messages remained available.

Why did the BJP object to Dia Mirza’s video?

Satam criticised the actor’s inclusion in the campaign in a post on X, tagging the BMC. He wrote: “We don’t need lessons on how to celebrate #Diwali from @deespeak. Our traditions are deeply rooted in our culture.”

The video was removed within hours of his objection. The BMC has not publicly explained why Mirza’s message was taken down while similar appeals by other celebrities remained online.

Mumbai Mayor Ritu Tawde also criticised Mirza, accusing her of being “anti-Hindu” and saying she had been blacklisted. BJP minister Nitesh Rane questioned why the actor had not made similar appeals during other religious festivals. These were political leaders’ remarks, not established findings about the actor.

Dia Mirza responds: ‘Paise nahi liye’

Reacting to the removal, Mirza said she had not received payment for participating in the campaign. In a social media post, she wrote: “Koi paise nahi liye hain. Bhalai ka zamana hee nahi raha” — meaning she had not charged any money for the video.

In a separate response to SCREEN, the actor said the message was recorded in the interest of public awareness and was intended to encourage healthier celebrations. She described air pollution as a public-health concern and said efforts to reduce it should be welcomed.

Why had the BMC launched the campaign?

The BMC’s celebrity campaign followed directions from the Bombay High Court amid concerns over Mumbai’s air quality and the use of firecrackers in public spaces.

The court had directed the civic body to prevent firecrackers from being burst on public roads, lanes, footpaths, parks and other common areas. It also suggested involving well-known personalities in public-awareness efforts.

The BMC said the campaign was intended to educate residents about the effects of firecrackers, particularly noise and air pollution. A civic official told The Indian Express that the administration's position on firecracker restrictions remained unchanged despite the removal of Mirza’s video.

The removal of Mirza’s video has raised questions about why her appeal was singled out. Messages featuring Madhuri Dixit, Nishigandha Wad and Ajinkya Rahane continued to be available on the BMC’s social media platforms.

The civic body has not issued a detailed explanation for the different treatment of the campaign videos.

The episode has brought the BMC’s pollution-awareness campaign into a political dispute. The civic body had enlisted celebrities to communicate public-health concerns following the High Court’s directions, but Mirza’s participation drew objections from BJP leaders.

The central issue now concerns the BMC’s decision to remove one celebrity’s message while retaining others carrying similar appeals. The civic body’s explanation for that decision remains unclear.

The controversy also highlights the challenge of communicating environmental restrictions during religious festivals, when public-health concerns, cultural practices and political objections can intersect.