GSK Consumer Healthcare has announced the launch of “Horlicks Mission Poshan”, in association with Network18, featuring Amitabh Bachchan as the campaign ambassador. Supporting the Government’s Rashtriya Poshan Abhiyaan, Horlicks Mission Poshan will focus on the first 1000 days of a child with the objective of addressing the issue of malnutrition, stunting and infant mortality. Bachchan will be part of many activities planned all-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 program 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.
The four-year long initiative commenced on May 31, 2018. Bachchan took to twitter and 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.”
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. 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.”
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.”
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 crowdsourcing necessary funds to help promote nutritional diets for millions of children across India.