US ambassador to India Richard Verma today batted for people-to-people cooperation in dealing with global environmental challenges even as he underscored the "important" role films and technology can play in spreading awareness in this regard.

Addressing a gathering at a curtain raiser event for 8th CMS Vatavaran, an Environment and Wildlife Film Festival and Forum, which was also attended by activist Rajendra Singh and filmmaker Krishnendu Bose, Verma maintained that climate is a big area for cooperation between India and the US.

"To solve these (environment and climate) challenges, it's not just government-to-government (cooperation), it's also society, people at all level, need everyone to come together, research community, businesses (to solve these problems).

"...this notion of bringing film and technology and popular culture together is really, really important (for spreading awareness amongst people in this regard)," Verma said.