Horlicks cause partnership with IIFA Utasavam
08 May 2017
Horlicks collaborates with IIFA Utsavam 2017 as cause partner to support its ‘Let the 9Shine’movement
Aims to create awareness around micronutrient deficiency with its “Let the 9 Shine” movement
A.R. Rehman, Sridevi, Madhavan, Aditi Rao Haydari, Perly Manney, Akshara Hassan and many more took the pledge to ‘Let the 9 shine’
New Delhi, May 2017: Horlicks, one of the flagship brands of GSK consumer healthcare celebrated the “Let the 9 shine” movement by being the proud ‘cause partner’ to IIFA Utsavam 2017. The aim of this exclusive association is to create mass awareness for the often overlooked issue of micronutrient deficiencies amongst kids in the country. The 2-day IIFA weekend took place at Hyderabad from 28 to 29 March and is amongst the most popular and high-profile events that saw participation of celebrities from the Southern film industry.
Horlicks, the most loved health food drink in the country over the years is trying to address this important issue and this latest partnership with IIFA called the ‘Let the 9 shine’ is a step towards it. A recent Bangalore based study conducted amongst school-going children, drawn equally from the various socioeconomic classes, found that up to 95% could be at risk of inadequate intake of essential nutrients, with almost 70% at risk of having insufficient intake of four or more nutrients. This movement is a wake up call for all to ensure that micronutrient inadequacy doesn’t not come in the way of children’s dream to shine.
Well known celebrity artists like the Oscar-winning musician A.R Rahman, celebrity mothers Sridevi, Nanda, Ambika, Tamil superstars Madhavan, Sanjanna, Esha Gupta, Akshara Hassan amongst many others were invited to support the cause by taking a pledge to create awareness around micronutrient deficiency in the diets of young children in India.
Commenting on the association with IIFA Utsavam, Vikram Bahl, Area Marketing Lead, Nutrition & Digestive Health, Indian Sub Continent, GSK Consumer Healthcare said, “IIFA Utsavam is a perfect platform to raise awareness around the issue of micronutrient deficiency in children - we thank IIFA for partnering with Horlicks for this nobel cause. It is a problem that many familes face irrespective of their socio-economic and cultural backgrounds. With the support of well-known celebrities, we are confident that we will create a movement that is long lasting and impactful. The Horlicks “Let the 9 Shine” campaign is a step towards communicating to a mass audience for a healthier future.”
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 4700 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 700 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 the 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, Voltaren, Theraflu, Paradontax, Panadol, Polident, Otrivin, Horlicks, and Physiogel.
Genesis Burson-Marsteller GSK Consumer Healthcare
Harleen Kaur Saroya Kinshuk Gupta