The move was prompted after certain reports had medical experts criticising and questioning Bachchan over his association with a brand that is deemed unhealthy.
Amitabh Bachchan withdraws official support to Mission Poshan campaign
Mumbai - 14 Jun 2018 18:02 IST
Actor Amitabh Bachchan has thrown his weight behind several social causes over the years. Bachchan recently lent his support to Mission Poshan, a health campaign initiated by a health drink company and a noted English news channel.
However, the actor has now withdrawn his support to the campaign after certain reports had medical experts criticising and questioning Bachchan over his association with a brand that is deemed unhealthy.
A source confirmed Bachchan withdrawing support to the campaign. The source clarified that Bachchan had no association with the health drink (Horlicks) in question.
“Mr Bachchan is not associated in anyway with the drink, contrary to reports, it is an inherent association with the cause — Mission Poshan,” the source said.
Speaking about the campaign, the source added, “The thespian, had been approached for Mission Poshan - a noble campaign led by the brand on hunger and nutrition, by a renowned media group. True to his perfectionist nature, he had not only done extensive research on the subject in his personal capacity, but also had mandated that he would participate and lead the charitable campaign, but without directly endorsing any brand, only after he is satisfied with the accuracy of the campaign research.”
The concerns raised by health experts and the undue criticism forced the actor to discontinue his association with the campaign, but he will support it in a personal capacity.
“Unfortunately media stories of him endorsing the said brand quickly appeared, despite no contracts, monies or legal diktats taking place, which is the norm. After reading media coverage on the issue and the health concerns thereof, he reportedly has informed the group that he will withdraw from all official association, but continue to wholeheartedly support the larger cause i.e Mission Poshan in his personal capacity, pro bono as he has done with numerous campaigns in the past. He has spearheaded many noble causes started by various groups, none of which have involved a direct endorsement or brand ambassadorship, which is also the same in this case," the source revealed.
The source also informed that the actor has no commercial interests in this or any social campaign.
Bachchan received flak after he tweeted about the health campagin wherein he also tagged the health drink's official Twitter account.
T 2823 -— Amitabh Bachchan (@SrBachchan) May 31, 2018
I am taking the 1st step by joining the biggest movement to fight malnutrition @MissionPoshan, @Network18Group and @Horlicks_india to support India's Rashtriya Poshan Abhiyaan @MissionPoshan @narendramodi @Manekagandhibjp @NITIAayog @amitabhk87âÂÂÂÂ@PoshanAbhiyaan. pic.twitter.com/pccGBO1CTj