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Vedanta has come out with a new ad campaign called ‘creating happiness’. This ad is a complete eyewash as Vedanta has been doing nothing but violating human rights in many areas.

The company has a track record of extensive pollution caused by their refinery practices.The UK based mining giant is not creating happiness but destroying lives.

We are asking Ambika Soni, Information & Broadcasting Minister to take this false ad off the air.

As part of their campaign, Vedanta are sponsoring a short film contest. Recently, prominent public figures like Gul Panang, a social activist/ actress and Rajya sabha Member and eminent film maker Shyam Benegal, withdrew from the jury of the competition when they became aware it was a PR excercise of Vedanta.

The 2010 Indian Ministry of Environment and Forests ( MoEF) report says Vedanta has been violating environmental guidelines. ( )

Research by Amnesty International and other local and international groups documents the serious and continuing pollution caused by the refinery’s operations. Despite the string of decisions against Vedanta, the company has failed to remedy the pollution.

The 'Creating Happiness'  campaign is a move that eyewashes people and drifts away from all the sins committed by Vedanta.

Which is launched at a time when Orissa Mining Corporation Ltd is appealing India’s decision not to allow mining in the Niyamgiri Hills. The final hearing is scheduled for April 9th.

Lets get as many people as you can to sign this petition and tell Information & Broadcasting Ministry Vedanta’s eyewash advertisement off air. Every signature sends an email to the Ministry of Information & broadcasting.


‘Avataar’ tribe defeats Vedanta:
Guradian coverage of Dongria Kondh:
The Real Face of Vedanta
Niyamgiri -  The Mountain of Law
The Protector of the Streams
Latest Footage (23 Jan 2012)
Controversy over best environmental management award to vedanta

Letter to
Minister Of Information & Broadcasting Ambika Soni
Secretary General, Advertising Standards Council of India Alan Collaco
I just signed the following petition addressed to: Ambika Soni.

Stop broadcasting Vedanta’s "Creating Happiness" Advertisement

Dear Sir/Maam,

This is to bring to your notice, a new advertisement shown on television. The Ad campaign is called “Creating happiness” and it shows how Vedanta has been helping communities, infact the campaign site mentions “We(Vedanta) embed sustainable development into all aspects of what we do. We believe in Responsible Stewardship, Stakeholder Engagement and the Creation of Value. We support communities where we operate to improve their quality of life and create self sustaining communities.”

Which is proven wrong by research and reports by different organisations.

The above mentioned UK based, Corporate mining giant Vedanta has been violating the human rights of tribals in Odisha for many years now. The Dongria Kondhs, a primitive tribe, has been forced to relinquish their rights over their homeland, and cultural and livelihood resources to accommodate the company’s refinery and mines complex. The company’s mines, no matter how benign, will rip through a hill that is the sacred deity of the tribe that has lived in these hills for centuries without leaving a trace on the sensitive ecosystem of the biodiverse watershed forests. The hills that are slotted for mining are home to the Golden Gecko, a species that figures in IUCN’s Red List of endangered species. The Niyamgiri Mountains are the primary source of drinking water for the entire area, apart from being the source of two important rivers of Orissa Nagabali and Vamsadhara which are the lifeline of at least 50000 people downstream.

Zambia’s biggest mining company, Konkola Copper Mine (KCM), owned by Vendanta, in 2007 caused widespread water pollution when its acidic effluent entered the Kafue River, the main source of water of about 2 million people in the area. In Armenia it underwent a criminal investigation into its unlawful gold operations and was disallowed from any further activity in the country.

In November 2007 the government of Norway withdrew all investments in Vedanta after its Ethical Council concluded the company ‘has caused serious damage to people and to the environment as a result of its economic activities’

A special monitoring body set up by the Supreme Court of India, the Central Empowered Committee, has submitted several reports highlighting the irregularities and corruption and recommended that the permission to mine the rich forests of the area should not be granted to the company. This report was also important in the decision of the Norwegian Council of Ethics (See: CENTRAL%20EMPOWERED%20COMMITTEE%20report.docfor this report).

“That displacement, loss of livelihood, pollution, non-payment of compensation of land and objections to the project and its effects are some of the causes for discontent and protest” &

“That these are aspects that are integral to the lives of the Dongria Kondh (local tribes people) and do not appear to have been considered while deciding to open up the mountain top for mining,”

These are the few sources out of the many which prove that Vedanta’s Corporate Social Responsibility Advert is just an eyewash for the audience and the company is responsible for hazardous activities and displacement of tribal/ indigenous communities --

‘Avataar’ tribe defeats Vedanta:

Guradian coverage of Dongria Kondh:,

The Real Face of Vedanta,

Niyamgiri - The Mountain of Law,

The Protector of the Streams,
Latest Footage (23 Jan 2012),

Controversy over best environmental management award to vedanta

Mentioned below are a few of Vedanta owned businesses and mines :

Sterlite Industries (India) Ltd., Konkola Copper Mines, Copper Mines of Tasmania Pty Ltd, Hindustan Zinc Limited, Zinc International, Bharat Aluminium Company Ltd., Vedanta Aluminium Ltd., Sesa Goa Ltd, Sterlite Energy Ltd, Madras Aluminium Company (MALCO), Hindustan Zinc Limited and more.

I would like to request to please take Vedanta's "Creating Happiness" advertisement off air and save audiences / citizens from getting eye-washed by a company which has been harming communities and violating environmental norms globally, for years now.

The TVC titled "creating happiness" forces the people to believe that Vedanta is a socially responsible company where as the numbers mentioned in the TVC are twisted.

Looking forward to your favourable response and hope that you take immediate action on the above mentioned advertisement.

With best wishes,