Kolkata, April 24, 2026: Dabur India Ltd. has rolled out an ambitious nationwide campaign titled “Hajmola Masti ki Pathshala,” aimed at encouraging physical activity and healthier lifestyles among school-going children. The initiative was officially flagged off in Kolkata with a special engagement session at East Point School, Ichapur, marking the beginning of a large-scale outreach program.
The campaign is set to cover 20 major cities across Uttar Pradesh and West Bengal, reaching approximately 550 schools and benefiting over 2.5 lakh students. Designed to align with the fun and lively identity of Hajmola, the initiative blends entertainment with education to motivate children to move away from sedentary habits and embrace active play.
At the core of the campaign are specially curated Fun Games sessions, aimed at making physical activity engaging and enjoyable for students. These are complemented by Expert Sessions conducted by health and fitness professionals, focusing on the importance of daily movement in improving concentration, metabolism, digestion, and overall well-being.
Speaking at the launch, Sriram Padmanabhan emphasized that the campaign seeks to integrate fun with fitness. He noted that increasing indoor and screen-based activities among children have made it essential to promote active play as a cornerstone of both physical health and digestive wellness.
Adding a scientific perspective, Dr. Sanchita Sil highlighted that regular physical activity plays a crucial role in cognitive and emotional development. She pointed out that active movement enhances brain plasticity, leading to improved focus, memory retention, and academic performance, while also supporting emotional stability and stress management.
Further elaborating on the initiative, Prabal Walia stated that the campaign goes beyond brand promotion and represents a meaningful step toward holistic child wellness. He stressed that physical activity is closely linked to digestive health—an aspect often overlooked in today’s screen-centric lifestyle.
With “Masti ki Pathshala,” Dabur aims to create a lasting impact by fostering a culture where play and physical fitness are integral to education. The initiative reflects the company’s broader commitment to promoting healthier habits and nurturing a generation that values both active living and overall well-being.
