Mumbai: Horlicks, the iconic brand from GSK Consumer Healthcare and Network18, India’s most diversified media conglomerate launch – ‘Mission Poshan’ to create awareness about the pressing issue of malnourishment amongst children in the country. The campaign will support the Government’s vision of a healthy and nourished India, in sync with Prime Minister’s National Nutrition Mission. The four-year long initiative will commence from 31stMay, 2018.
The campaign was announced today by the campaign ambassador, Amitabh Bachchan online on twitter & Facebook with the message, ‘Do you know that 50% of world’s undernourished children are in India! The fight against undernourishment needs to start NOW. I am taking the first step with @MissionPoshan, a partnership of Horlicks and Network18 in line with the PM Modi’s RashtriyaPoshanAbhiyaan to make India’s Bhavishya Roshan.”
Commenting on the campaign NavneetSaluja, 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. Horlicks has been a household name for over 100 years and Horlicks Mission Poshan is a small step to support the National Nutrition Mission of the Government of India. We are committed to dialling up mass awareness around malnourishment and working with the civil society towards its eradication.”
There will be many activities to bring the initiative alive and will see a seamless collaboration between the campaign ambassador Amitabh Bachchan and government officials, Chief Ministers of different states, NGOs working at grass-root levels and many other stake holders to create awareness around this issue. On the 15th of August, Mr.Bachchan will host a 12-hour LIVE Television Event, a telethon across the Network 18 Channels to raise awareness and generate funds to support the issue. Amitabh Bachchan will also be part of various awareness camps across schools and villages.
Priyanka Kaul, President- Marketing, Network18 said, “Serving the public good is vital to our journalistic mission at Network18 which is why we are proud that every day hundreds of our journalists are out on the field telling the stories of ordinary and extraordinary Indians working to transform our lives for the better. We believe that it’s important for us to come together as a nation to help solve these crucial issues, and as a media organization we have committed ourselves to these initiatives. We feel ensuring the nutrition of our next generation is key to India’s future. We are proud to partner with GSK and Amitabh Bachchan for ‘Mission Poshan’ to spread the message of nutrition to each and every citizen and nourish lives of children across India.”
The strong connect, reach and impeccable oratory capabilities of the campaign ambassador will be critical for mass awareness to bring in the positives change in the society. Not only does the campaign aim at creating awareness, it will also raise funds and actively engage people on-ground to make malnutrition a subject of mass movement.