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Vidya Balan stands up for a good cause

Vidya Balan stands up for a good cause

by The Daily Eye Team August 8 2014, 9:30 am Estimated Reading Time: 1 min, 5 secs

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.”

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HUMRA QURAISHI


Humra Quraishi is a writer, columnist and journalist. She has authored Kashmir: The Unending tragedy, Reports From the Frontlines, Kashmir: The Untold Story, Views: Yours and Mine, Bad Time Tales, More Bad Time Tales, Divine Legacy: Dagars & Dhrupad and Meer. She has co- authored The Good The Bad and The Ridiculous: Profiles, Absolute Khushwant and a series of writings with the late Khushwant Singh. Her take on what's it like to be a singleton in today's turbulent times, is part of the Penguin published anthology, Chasing the Good Life: On Being Single. And, one of her essays, The State Can't Snatch Away our Children is part of the Zubaan published anthology, Of Mothers And Others. Her essay in the volume on the 1984 Sikh riots, 1984: In Memory and Imagination is titled, Why not a Collective Cry for Justice!  


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