GlaxoSmithKline Consumer Healthcare has launched an initiative called ‘Aahar Abhiyan' to address the issue of child malnutrition featuring Bollywood sensation Vidya Balan as the brand ambassador.

The initiative was adopted to increase awareness of the issue among the consumers and enable access to nutrition and thus, a better life to malnourished children in West Bengal.

"Nutrition does not only depend upon food but also is influenced by the environment" is the premise based on which ‘Ahar Abhiyan' will be implemented in a phased manner beginning with a pilot project, in partnership with the Child In Need Institute (CINI) in this state.

Vidya Balan is the brand ambassador of this mass awareness programme and has pledged her support towards the cause.

"It feels great to partner with an initiative that reaches out to the needy and aims to bring a positive change to the lives of these children. I have pledged my support to this initiative and urge all consumers to join in the noble cause, " Vidya said.

Talking about the project Jayant Singh, the Marketing Director of GSKCH, said: "As a part of this project, Horlicks aims to partner with its consumers to raise funds for the integrated child development programme developed by CINI."

"During the campaign period, with the sale of every large pack of Horlicks in West Bengal the company will contribute one rupee towards the initiative" added Singh.

For the time being the project will be implemented in Mazdoorpara slum and Chamrapatti slum in Kolkata. This project will be integrated with an ongoing scheme in the Dhupguri Block of Jalpaiguri district of West Bengal.

Commenting on the issue, Rajib Haldar, Additional Director of CINI said: "We are very proud to be associated with a brand like Horlicks which has always been synonymous with nutrition."

Apart from Vidya Balan celebrities like Shantanu Moitra and Pradeep Sarkar are also associated with the project.