Johnson & Johnson India ropes in bollywood actresses for an initiative

Johnson & Johnson initiated 'I Pledge to Breastfeed' campaign to to spread awareness on the benefits of breastfeeding and to encourage Indian moms to pledge to breastfeed their babies. To talk about the benefits of breastfeeding, renowned actresses and ce
Johnson & Johnson India ropes in bollywood actresses for an initiative
Did you know that the first hour of a baby’s life is not only the most magical but it is also the most fragile? This is when the baby is at the greatest risk of developing complications and breathing difficulties, and, it’s also when they’re in danger of not getting what they need the most: The first breast milk. 
On the occasion of International breastfeeding week which was celebrated from August 1- 7, leader in baby care Johnson & Johnson initiated ‘I Pledge to Breastfeed’ campaign to to spread awareness on the benefits of breastfeeding and to encourage Indian moms to pledge to breastfeed their babies. To talk about the benefits of breastfeeding, renowned actresses and celebrity mothers Sonali Kulkarni and Devayani joined leading lactation experts and well-known Pediatricians to support Johnson & Johnson to educate mothers on the power of touch and its impact on the overall development of the child.
In a series of seminars conducted in various cities, the moms and experts spoke about the power of an emotional bond created from the first physical touch between the mother and the baby and the benefits in the mental, physical and cognitive development of a child.
Highlights Sonali Kulkarni, “As women, we are blessed with the experience of motherhood. It is the most beautiful thing to be a mother. Breastfeeding is one of the most amazing acts of motherhood. It is more than just breastfeeding. It is a great start to enhancing mother baby bonding. And as conscious caregivers, am glad that Johnson and Johnson has taken up this cause of educating mothers on the Power of touch as breastfeeding is the first physical contact between a mother and her baby. I am sure it will encourage others to start breastfeeding from the starting” 
“Getting ready for the birth of your baby is an exciting and busy time. Deciding to breastfeed can give your baby the best possible start in life. It is one of the most amazing acts of motherhood and benefits you and your baby in many ways. But it is more than just providing nutrition. It is a great start to enhancing mother baby bonding. More health, more eye contact, more time together and more falling in love," explained Dr S.S. Kamath, a leading authority on lactation in India.
According to a UNICEF Report[i], only 34 per cent of Indian mothers breastfeed in the first hour. In a land where 1.5 million children under the age of five die every year, only 46 per cent of infants below six months are exclusively breastfed. The report further elaborates how children who are breastfed in the first month are 14 times more likely to survive over those who are given nourishment in the form of formula or any other milk.
Celebrity Mom Devayani emphasized on the importance of mother’s milk and also spoke about how breastfeeding allows maternal involvement in feeding and maternal confidence; facilitates mother-infant interaction, bonding and attachment pivotal for socio-emotional development of the infant. “Like many other new mothers I was apprehensive about breastfeeding my little one. It was only when my pediatrician recommended that I began breastfeeding regularly. And I have to say it is truly one of the miracles of motherhood. Breastfeeding at periodic intervals ensures that my baby remains blanketed in the Power of Mother’s touch. The cuddling and warmth   from breast feeding in addition to the nutrition   that the child gets from breast feeding helps the child grow stronger emotionally, mentally and physically, and intellectually later in life. And isn’t this a wonderful beginning for your baby!” added the happy mom.
As a part of this campaign, Johnson & Johnson India will be supporting  over 600 healthy baby camps in hospitals and nursing homes across multiple cities in the month of August to educate mothers about the benefits breastfeeding offers and how it can help develop the bond with your baby.
“We are privileged to partner again this year with prestigious health care associations such as Indian Academy of Pediatrics (IAP) and Trained Nurses Association of India (TNAI) to spread awareness on this topic and urge every new mom to take a pledge to breastfeed her baby.” said Ganesh Bangalore, General Manager - Marketing, Consumer Business, at Johnson & Johnson India.
“Powerful touch makes for powerful beginnings. It’s time for mothers to unite and pledge to breastfeed. We urge mothers to join Johnson & Johnson Johnson’s ‘I Pledge to Breastfeed’ movement to create a nation where the children are powered by love, care and So Much More.  Because every child deserves a healthy start as there is no better way than a mother’s milk.” Said celebrity mums and medical experts in union. 
Just like them, it’s time for mothers to unite and pledge to breastfeed. This Breastfeeding Week, join Johnson & Johnson to create a nation where the children are powered by love, care and So Much More. Because every child deserves a healthy start as there is no better way than a mother’s milk.
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