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Vedanta’s PR campaign backfires as Bollywood celebs pull out

A bid by British mining giant Vedanta Resources to repair its tarnished international reputation has backfired after two major celebrities withdrew from a film competition supposed to show the ‘happiness’ the company creates.

Renowned filmmaker Shyam Benegal and Bollywood actress Gul Panag were both part of a judging panel, which had until the end of this month to pick a winning film out of the 38 submitted.

The films were all shot by ‘budding film-makers’, who were escorted by Vedanta around villages where it has a presence.

The objective of the competition was to show the ‘happiness’ brings to local communities where it works.

Vedanta’s reputation was irreversibly damaged when it ignored the rights of the Dongria Kondh tribe, whose sacred mountain it sought to mine for aluminum ore.

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