The Himalaya Drug Company in association with Smile Train India, an international NGO dedicated to spreading awareness and treatment of cleft deformities, has announced the launch of its cleft lip initiative – ‘Muskaan’.
As part of the initiative, Himalaya Lip Care will enable a minimum of 100 cleft surgeries through Smile Train India in the first year of this partnership. So far, 55 cleft surgeries have already been completed. A contribution of rupees two from the purchase of every Himalaya Lip Care product
will be made towards the cause.
Speaking about the initiative, Rajesh Krishnamurthy, Business Head-Consumer Products, Himalaya said, “One of the core brand objectives for Himalaya Lip Care is to ensure Healthy and Nourished lips for all. But it just doesn't end here. We understand lips are conduit to expression of one's emotions and confidence, a cleft condition hinders both. As a leading brand, we have taken this initiative to support the patients suffering from cleft-lip and help make a difference in their lives. The treatment of cleft is hampered more due to the economic and perception constraints thus the need to provide access to free surgeries and spread awareness becomes more pressing. The launch of Muskaan and association with Smile Train is aimed at meeting these."
To highlight this initiative, the company has released a short campaign film on the life transformation journey of Jyothi from Darbur Village, Chikkaballapur, Bengaluru, who had been living with cleft for 14 years. The film brings alive the emotions and aspirations of the girl born with a cleft lip and her first real smile that leaves her with the promise of a better life. Popular singer Sona Mahapatra has lent her soulful voice to the background score which has been composed by Amit and Karan.
Commenting on this association, Mamtaa Carrol, Vice President and Regional Director South Asia, Smile Train said, "It's hard to imagine not being able to smile, but over ten lakh children in India live with untreated clefts. This birth defect also impairs eating, speaking and breathing and can lead to a life filled with shame and social isolation for the children and their families. In the last 16 years, we have helped provide new smiles and second chances in life to over 4,50,000 children in India and are excited that Himalaya has joined us in this journey of transforming lives."
Rahul Bharti, Creative Director, Roadrunner - the video production house said,"The brief given to us emphasised on bringing alive the difference that a simple corrective cleft surgery can make in the life of a cleft patient. Simple things that we take for granted was a big challenge for this young girl and this is something we discovered in our first meeting with Jyothi.”
“Everyone has a right to smile and I would like to encourage all of you to spread awareness on this initiative," added Mohapatra.
You can watch this campaign film here: