Horlicks, the iconic brand from GSK Consumer Healthcare today announced the launch of “Horlicks Mission Poshan” with legendary actor 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 malnutrition, stunting and infant mortality. Amitabh 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 malnutrition¹ 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.Amitabh Bachchan took to social media and announced his association with Horlicks Mission Poshan today 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. 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.”

 

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.² 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. 

 

Sources:

1. http://www.assocham.org/newsdetail.php?id=6565
2. http://niti.gov.in/content/india%E2%80%99s-performance-global-hunger-index-its-initiatives-address-malnutrition

 

 

 

About GlaxoSmithKline Consumer Healthcare Ltd.

GSK Consumer Healthcare Ltd. is the category leader in Indian health food drinks industry. Our flagship product Horlicks leads the market, while Boost is among the top three health food drink brands that India prefers. Our manufacturing plants are located in Nabha, Rajahmundry and Sonepat. In India we have an engaged workforce of over 3800 employees. GSK also markets and distributes a range of everyday health products such as Eno, Crocin, Iodex and Sensodyne. Our marketing and distribution network comprises over 800 distributors and a direct coverage of over 8 lakh retail outlets.

 

GSK Consumer Healthcare Ltd. is an associate of GlaxoSmithKline plc. of U.K, one of world’s largest consumer healthcare companies. We have a heritage that goes back over 160 years. Our purpose is to help more people around the world to do more, feel better and live longer with everyday healthcare products. Our goal is to build a global, growing business - we call a Fast-Moving Consumer Healthcare (FMCH) company - dedicated to everyday healthcare with all of the scientific expertise and quality guarantees that demands, working at the speed and with the genuine consumer understanding the modern world expects.

 

GSK Consumer Healthcare globally owns some of the world’s best loved healthcare brands, successful in over 100 countries. These include Sensodyne, Theraflu, Paradontax, Panadol, Polident, Otrivin, Horlicks and Physiogel.