National award winning actress Vidya Balan, who is the brand ambassador of ‘Horlicks Ahaar Abhiyan', has pledged her support towards the cause of malnutrition through the ‘Art for Nutrition' initiative on Tuesday.

GlaxoSmithKline Consumer Healthcare launched ‘Aahar Abhiyan' few days back, an initiative that addresses the issue of child malnutrition in West Bengal.

‘Art for Nutrition' is an initiative by GSKCH that showcased the paintings of fourteen eminent artists of Bengal who came together to pledge their support to the cause.

Talking about the initiative, Vidya said: "Art has always been a powerful medium of self-expression. ‘Horlicks Ahaar Abhiyan' has chosen the right medium to reach this message to the people."

"I am proud to be associated with ‘Horlicks Ahaar Abhiyan' and I am confident that we can make a difference through our collaborative effort."

The ‘Art for Nutrition' initiative saw fourteen noted artists of Bengal including renowned painters Jogen Chaudhury, Shuvaprasanna, Samir Aich extending their support for the cause.

Vidya Balan unveiled those paintings and a sculpture at a city hotel here.

These paintings are centered on the theme of malnutrition.

Zubair Ahmed, Managing Director of GSKCH India, said: "Art for Nutrition' is just a small step towards the larger movement to eradicate malnutrition and we are hopeful that we will be able to bring a positive change to the lives of the children."

"We are grateful to these distinguished artists who have extended their support for the cause and are as much passionate as we are about the issue of malnutrition that impacts the entire nation."

As a part of ‘Ahaar Abhiyan' GSKCH will contribute rupee one for every large bottle of Horlicks sold during the programme period.

More than 25,000 students across Kolkata extended their support for the cause by sharing their paintings around the theme of malnutrition.