January 30 2016, 08.16 AM IST || Pocket News Alert
Unveils a heart-warming film tracing the transformation of Jyothi, a cleft patient
Link: http://ift.tt/1ShiyJe
https://www.youtube.com/watch?v=26dx1EDXzRU&feature=youtu.be
Partners with Smile Train India to enable the first smiles of 100 cleft patients this year
Bangalore, January 30th 2016: The Himalaya Drug Company, India’s leading Herbal Health and Personal Care Company today announced the launch of a cleft lip initiative – “Muskaan” in association with Smile Train India, an international NGO dedicated to spreading awareness on cleft deformities and providing free corrective surgeries for the under-privileged.
As part of the initiative, Himalaya Lip Care will enable a minimum of 100 cleft surgeries through Smile Train India through the first year of this partnership. So far, 55 cleft surgeries have already been completed. A contribution of Rs. 2 from the purchase of every Himalaya Lip Care product will be made towards the cause. While it’s just the beginning, Himalaya’s aim is to ensure children in need of cleft surgeries get access to treatment at the earliest, and at a tender age when healing is faster.
Mr Rajesh Krishnamurthy, Business Head-Consumer Products, The Himalaya Drug Company commented on the initiative, “We are extremely happy to associate with Smile Train India for this initiative. They have the operational excellence and network of skilled doctors to carry out the surgeries and have shown genuine empathy towards the cause. As a leading brand in the Lip Care category, 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.” he further added.
To put the issue under the spotlight, the company has shot and unveiled a beautiful 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 palate as she undergoes a cleft lip surgery that gives her, her first real smile and leaves her with the promise of a better life.
The renowned composer Karan has crafted the music and Sona Mahapatra has lent her soulful voice to the background score. The track has been composed by lyricist Amit that captures this real story sublimely.
At the event, Ms Mamtaa Carrol, Smile Train’s Vice President and Regional Director for South Asia 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. We are sure that the film on Jyothi will help raise awareness about clefts and its life-impacting treatment.”
“Support from corporates like Himalaya is a critical aspect of our work. It not only helps us continue and sustain our work but enables us to extend it, add greater value to it and spread awareness on a far greater scale. We look forward to a long and mutually fulfilling partnership with Himalaya which’ll add value to both the organizations as well as our common constituency of cleft patients.” she added.
Rahul Bharti, Creative Director, Roadrunner – the video production house,commented on the film, “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 like smiling to express happiness, socializing with friends and wearing makeup to look as well as feel good, was a big challenge for this young girl and this is something we discovered in our first meeting with Jyothi. While it is impossible for a 3 minute film to do justice to her everyday challenges, we have tried to capture a glimpse of her experience and aspirations.
Sona Mohapatra, the singer also present at the launch event commented, “This cause is extremely close to my heart thus singing the track was emotionally overwhelming. Everyone has a right to smile and I would like to encourage all of you to spread awareness on this initiative Muskaan.”
