Bollywood film companies and stars have been asked to help promote an eco-friendly message in the Alps by environmental groups.

Bollywood film companies are currently making up to 20 films a year in the Alps, thanks in part to inducements by the Swiss government, with Innsbruck a particularly favoured spot.

Now the Austria-based Alpine Convention is asking them to highlight the plight of Europe’s leading mountain range in the face of global warming.

“People’s awareness on the fragility of the Alps is very low.” Alpine Convention Secretary General Marco Onida told 150 environmental journalists here gathered from around the world.

He hopes that Bollyood star Shah Rukh Khan will personally deliver a message on Alpine conservation, particularly the over-use of limited water resources, and spread the word to the growing number of Indian tourists.

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