Abhishek Bachchan is known to be very closely associated with social causes. The actor has just been appointed as the brand ambassador of WWF's World Earth Hour scheduled to take place on March 27 2010 between 8:30-9:30 p.m.

World Earth Hour started in Sydney, Australia, in 2007, when 2.2 million homes and businesses turned off their lights for an hour as a stand against climate change. The campaign has now gone global and last year alone more than 5 million people in 4000 cities across 88 countries switched off their lights to pledge their support towards this noble cause. The concept behind this campaign is to reduce the use of electricity thereby saving the planet from warming up.

Junior Bachchan was present at a press conference in the capital today where he was appointed as the brand ambassador for this noble cause. Since then, the actor has already starting spreading the word by urging his fans to join the campaign and switch off all electrical appliances for an hour on March 27. One must say that this is indeed a noble gesture on the actor's part.

- Bollywoodhungama.com