Bollywood superstar Amitabh Bachchan is spearheading a new campaign to raise awareness in India about global warming. Bachchan was joined by Sienna Miller at a International Indian Film Academy event in London this weekend (30MAR-1APR07) to promote the IIFA Bond for Global Cool scheme. Bachchan said, "IIFA is committed to using the power of Indian cinema to build bridges and bring people together on global issues, "IIFA provides a powerful vehicle by which to rally public consciousness, bringing to the forefront of people's minds a deeply grave phenomenon that can no longer be ignored. "We aim to carry this message to a constituency of people who may otherwise be unaware of the serious impact of global warming."