Kolkata: Horlicks today announced the launch of "Horlicks Mission Poshan" with legendary actor Amitabh Bachchan as the campaign ambassador.
Supporting the government's Rashtriya Poshan Abhiyaan, the brand from GSK Consumer Healthcare, Horlicks Mission Poshan, will focus on the first 1000 days of a child with the objective of addressing malnutrition, stunting and infant mortality, a release issued here said.
Amitabh Bachchan will be part of many activities planned round the year including a 12-hour live telethon and awareness camps across schools and villages.
India has the maximum number of children in the world suffering from malnutrition and the core objective of the programme will be to increase awareness on the issue. The key focus of the programme will be the first 1000 days of a child which are critical for cognitive development, physical growth and immunity.
Amitabh Bachchan took to social media and announced his association with Horlicks Mission Poshan through Twitter and Facebook.
Commenting on the campaign Navneet Saluja, Managing Director, GSK Consumer Healthcare, said, 'Our initiative has a singular goal - to help promote the need for nutritional needs across rural and urban India. We are fortunate to have Amitabh Bachchan partner us in this significant journey towards addressing the issue of malnutrition in our country. We are committed to dialling up mass awareness around malnourishment and working with the civil society towards its eradication.'
According to a recent report, India has the largest number of malnourished children in the world and currently ranks 100th out of 119 countries on the Global Hunger Index ? behind countries such as North Korea, Bangladesh and Iraq.
Horlicks Mission Poshan aims to build mass awareness about the importance of providing proper nutrition to children and crowd sourcing necessary funds to help promote nutritional diets for millions of children across India. (UNI)