Govt launches anti-narcotics campaign 'Vimukthi'

Thiruvananthapuram: The State government Sunday launched an ambitious anti-narcotics campaign 'Vimukthi' with cricket legend Sachin Tendulkar as brand ambassador.

Chief Minister Pinarayi Vijayan inaugurated the state-level mission here against liquor and narcotic abuse envisaged to promote abstinence.

Speaking at the function here, Vijayan said substance abuse in various forms, including liquor, was on the rise in the state in the past ten years.

As per studies, drug abuse has increased by 105 per cent while consumption of tobacco-based pan products by a whooping 1000 per cent, he said.

He highlighted the seriousness of the situation and the need for creating awareness among people, especially among youths and students.

Citing reasons for the rise, the Chief Minister said liquor consumption during festivities and other social events had become an acceptable practice which should be discouraged.

State Excise Minister T P Ramakrishnan said mass awareness programmes would be organised against consumption of liquor, narcotic substances, nicotine and its allied products under the drive.

The state government had discussed with Tendulkar the state's anti-narcotic campaign following which he had expressed his readiness to become the ambassador of the programme, Excise and Tax Secretary P Mara Pandiyan said.

Tendulkar would attend a follow up function of the mission to be held either here or in Kochi in the coming months, he said.

State Health Minister K K Shylaja unveiled a logo of the the mission at the function attended among others by Excise Commissioner Rishi Raj Singh.