Bengaluru, Oct 1 (IANS): Leading wellness firm The Himalaya Drug Company on Thursday rolled out its flagship social impact the initiative, Muskaan, in Madhya Pradesh and Chhattisgarh with an objective to spread awareness about cleft lip and palate conditions.

In partnership with Smile Train, the world's leading cleft organisation, the initiative will support free life-saving cleft treatment to children in need.

Through the campaign, "Ek Nayi Muskaan", Himalaya Lip Care will focus on spreading awareness around the cleft lip and palate treatment at the grassroots level.

The campaign kickstarted with a heart-warming video capturing the inspirational story of eight-year-old Munmun. The film portrays how Munmun's life was transformed with safe cleft surgery.

"We, at Himalaya, continue to put in our efforts to change lives in the true sense. In the new normal, we have incorporated the latest guidelines to ensure our commitment towards the cause remains undeterred," Rajesh Krishnamurthy, Business Director-Consumer Products Division, The Himalaya Drug Company, said in a statement.

"Through our partnership with Smile Train India, we have been bringing smiles to a lot of families across India in the past five years by facilitating free cleft surgeries for their children," Krishnamurthy added.

As part of the initiative, a multimedia awareness campaign has started reaching out to people across Madhya Pradesh and Chhattisgarh.

"Our partner hospitals across Madhya Pradesh and Chhattisgarh are now slowly resuming cleft surgeries and we are supporting free treatment for cleft patients," said Mamta Carroll, Vice President & Regional Director, Asia, Smile Train.

"We are proud of our partnership with The Himalaya Drug Company, which has brought smiles to many children with cleft across India in the past five years," Carroll added.