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The Himalaya Drug Company has come up with a heartwarming campaign, ‘Ek Nayi Muskaan’, to support children with a cleft correction surgery to lead a normal life. Sarfraz Rumane, General Manager-Lip Care, Hair Care and Oral Care, The Himalaya Drug Company tells us more…

ABOUT EK NAYI MUSKAAN: We started Muskaan in 2015 to spread awareness about cleft lip and palate. There are over 35,000 children born with a cleft lip in India every year who face difficulty in breathing, speaking, eating and also live in seclusion and isolation. Our latest campaign is the story of an eight-year-old who dreams of going to school, playing with friends and living a fulfilling life like any other child. But, her untreated cleft lip has kept her in hiding. Through our film, we are trying to emphasize that early and timely care can help a child smile and live a confident and complete life.

SPREADING AWARENESS ABOUT CLEFT LIP: We have leveraged both traditional and Digital media to spread awareness about cleft lip across India. We have been able to garner over 133 crore impressions with our campaign. We have partnered with Smile Train India, an international children’s charity dedicated towards the cause of spreading awareness which supports 100%-free cleft repair surgery and comprehensive cleft care for children.

GOING BEYOND THE CAMPAIGN: With the help of this new campaign, we will be continuing to spread awareness with a focus on Uttar Pradesh. Himalaya contributes Rs 2 towards Muskaan with the sale of any Himalaya Lip Care product. Through the Muskaan initiative, more than 500 children have received cleft surgery to-date. Himalaya Lip Care is committed to furthering this cause and helping to spread awareness.

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