Horlicks and Network18 Join Hands to Launch ‘Mission Poshan – Bhavishya Roshan’ Campaign

Bollywood actor Amitabh Bachchan will be the brand ambassador for the campaign.

New Delhi: In an effort to ramp up India's nutritional standards and combat malnutrition among children, health drink brand Horlicks and Network18 have come together to launch the 'Mission Poshan-Bhavishya Roshan' campaign.

Bollywood actor Amitabh Bachchan will be the brand ambassador for the campaign.

"This nationwide campaign is inspired by the clarion call given by PM Narendra Modi to address the scourge of malnutrition so that every child in the country can look forward to a brighter future, a future well-nourished. The campaign aims to make every Indian aware of their right to nutrition and how the lack of it can stunt their growth and their future," said Horlicks and Network18 in a statement.

According to joint study by lobby groups ASSOCHAM and EY, India has the highest number of malnourished children in the world with half of the country’s children being undernourished.

According to the National Family Health Survey, 35.7 percent children below five years of age are underweight, while 38 percent children below five years are stunted.

The campaign will be working on three elements — creating awareness on a national level on various aspects of nutrition; conducting nutrition outreach programmes to engage villages in rural India and school children in urban India; and raise funds to ensure nutrition for the first 1,000 days for children grappling with malnourishment.

Horlicks, which is manufactured and marketed by GlaxoSmithKline, and Network18 will also pledge their support to the government’s Poshan Abhiyaan (National Nutrition Mission), which is aimed at combating stunting, under-nutrition, anemia and low-birth weight among children in the country.

"The campaign has one ambition — to ensure that every child is nourished and healthy enough to take the country to loftier heights. Each child matters for the collective success of India as a nation and each ounce of nutrition will take India towards that goal. It’s time we think nutrition. It’s time we think India, again! It’s time for 'Mission Poshan: Bhavishya Roshan'," the statement said.