New Delhi, July 18 : The Union Health Ministry, in collaboration with Unicef, has launched a communication campaign through which it aims to enhance the coverage of its Routine Immunisation (RI) programme Mission Indradhanush.

The RI communication campaign was conceptualised based on the findings from a formative research carried out by the Unicef last year, which found out that many skipped the immunisation due to fear of adverse effects, low awareness about the benefits and lack of information about vaccination centres, among others.

The 360-degree communication campaign was launched last week. Noted actor Amitabh Bachchan has agreed to be the brand ambassador of the campaign. 

"The multimedia campaign is designed to reinforce the message of complete immunisation through the tag line (Paanch Saal, Saat Baar). This indicates the importance of seven visits for immunisation during the first five years of life," said a Unicef statement.