Ricky Kej will be the face of the World Wide Fund’s green event in March.
Story so far: Bengalurean multi-instrumentalist and composer Ricky Kej is set to be the face of the upcoming World Wide Fund for Nature’s (WWF) Earth Hour India 2023 on March 25. Kej has won three Grammy awards so far for his music. For a long time, he has worked with the WWF and practised environmental activism.
- Kej believes that overconsumption is the primary cause of environmental degradation. People live in a use-and-throw economy where consuming unnecessary things is like intuition.
- Earth Hour is a unique opportunity for people to reflect on their relationship with the energy they consume, the food they eat, and the fabric they wear.
Why it matters? Environmental activism is a fairly intellectual discourse, while the arts and music are fields of emotive expression. Kej believes that the emotional journey that music creates is a fertile ground for championing causes like this one. Sometimes when logic fails to strike a chord, emotions take up the mantle.
(Image credits: WWF-India’s Twitter post)