THIRUVANANTHAPURAM: Legendary cricketer Sachin Tendulkar will kick off the Vimukthi Mission's awareness campaign against liquor and substance abuse here on November 20. Excise minister T. P. Ramakrishnan told the Assembly on Monday that Mr Tendulkar has agreed to attend the launch of awareness campaign under Vimukthi. "Tendulkar had earlier consented to be the brand ambassador of the state's anti-liquor and anti-drug awareness initiatives. The state would be making effective utilisation of his service," said the minister. He was replying to a calling attention motion of CPI's C. Divakaran.
The state government last month decided to form the mission to initiate anti-liquor and anti-drug campaigns, replacing the previous administration's Subodham. It was as part of the LDF's policy of promoting liquor abstinence rather than going for prohibition. Mr Ramakrishnan said that the objective of Vimukthi was to eliminate the use of alcohol and substances through awareness programmes in association with Student Police Cadets, NCC and other voluntary organisations.