At times, I feel that we are too hard on him. He may be the biggest star but he too has the right to his life, to be silent as and when he decides to especially in this age of post truth polarisation and alternate facts where our existence is too vulnerable too futile. However, this time it is different.
The choice of Mr Amitabh Bachchan to be associated with Mission Poshan is extremely plausible just like many others. The Pulse Polio campaign (2002) endorsed by the star has been a huge hit followed by his support for Swachh Bharat (safe sanitation and anti open defecation - 2016). So, it's no wonder that our government chose him to a part of Poshan Abhiyaan and he is the campaign ambassador of Mission Poshan of Horlicks (May 2018). Mission Poshan is a venture of Horlicks, a pricey malted "health drink" full for unhealthy sugar (carb) with a tagline: "a trusted bottle of Horlicks has been an indispensable part of the Indian household cupboard for the last three generations."
It's surprising that with this kind of regressive standardization of health science we are "here to fight the malnutrition in our country”! Horlicks is harshly criticized for propagating unsubstantial health claims in commercials. It is harmful with high sugar content and is labeled as empty calorie by the health scientists. Several nutritionists and health campaigners have disapproved of this and voiced their opinion.
“Amitabh Bachchan’s association with Horlicks can be harmful. Sugar has no nutritional value whatsoever. It is a major cause of obesity and there is increasing evidence that added sugar increases the risk of developing type 2 diabetes, metabolic syndrome and fatty liver,” says Dr. Aseem Malhotra, an internationally known campaigner for healthy foods.
"Promotion of Horlicks stating that it helps kids in gaining height, weight, brain development and the healthy immune system is inappropriate as these claims are scientifically unsubstantiated,” said Dr J.P. Dadhich, a paediatrician in Delhi.
Denunciation is but the hind side of super stardom and Amitabh Bachchan has relentlessly swerved it. But this time it is a different battle altogether. It's the future of our children - the health of the millennial we are dealing here. Corroborating with Horlicks, Poshan Abhiyaan has actively defied science of food and this is when the world is restructuring the health science and India has dissociated itself from the campaign objective. A whole lot thing is happening all over the world everyday and the health advocates are coming up with new purpose and new ways to healthy living. It's very important that we remain well informed about pro health choices for the people of India will neither forgive its government nor Mr Amitabh Bachchan for any negligent and disagreeable choice concerning the health of our children ever.
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