Vodafone Support

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If an expectant mother eats proper food, her baby grows better in the womb.

Vodafone is the primary telecom supporter for this phase of the Poshan campaign.


Vodafone is the telecom supporter for this phase of the programme and they will fully underwrite the design, development, promotion, distribution and delivery of the online campaign. This includes conducting a direct marketing campaign aimed at its 170 million consumers with the target of educating 6 million women. Using a special promotion, an immediate cash incentive shall be paid to any Vodafone consumer who watches the four key Poshan videos.

Approximately 300 million direct marketing text messages will be sent every year to promote these videos; almost 1 million messages/day. The messages will be sent to all relevant consumers in the nationally available Vodafone network using texts and social media and in Vodafone retail stores for 3 years.

The four Poshan videos are hosted on a dedicated WAP page iaphealthphone.org and accessible to all Vodafone India subscribers on their mobile phones.

Vodafone India subscribers can also give a missed call on 1 800 120 8989 (toll-free) to receive a link to the WAP page via SMS.

About Poshan

The Poshan program is conducted under the aegis of Indian Academy of Pediatrics, in partnership with the Ministry of Women and Child Development, HealthPhone™, UNICEF, Aamir Khan and with support from Vodafone.

The objective of this nationwide campaign against malnutrition is to address issues of status of women, the care of pregnant mothers and children under two, breastfeeding and the importance of balanced nutrition and health. The focus is on women between 13 and 35 years of age and their family members.

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