Bollywood has come out in support of the WWF’s Earth Hour 2010 initiative, where conscientious citizens around the globe are expected to turn off lights for an hour today (March 27) to save electricity as part of the initiative to combat global climate change. Abhishek Bachchan, who launched the initiative in India this year, said, “It is a matter of pride for me that I am associated with this prestigious campaign. It’s time that we take a collective pledge to switch on our minds and take one simple step to switch off the lights.”

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While Aamir Khan was actively involved for the cause in 2009, helping Abhishek this year is Deepika Padukone, who has been spreading the word by tweeting about the issue. The switch-off will be observed from 8.30 p.m. to 9.30 p.m. IST.

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