Aamir Khan has been appreciated for highlighting some crucial issues such as female feticide, dowry and honour killings, corruption in the medical system, etc. in his TV show 'Satyamev Jayate'. Now he will be associated with campaign again malnutrition. He has agreed to become a part of this campaign of 'The Women and Child Development' (WCD) for free.

Recently, the Prime Minister Manmohan Singh had called the prevalence of high levels of malnutrition a matter of 'National Shame', after which nutrition has become one of the priority areas for the WCD ministry.

This publicity campaign is currently under production stage. It will include audio, visual, print media and SMSes. A senior official said, "There are people in the country who are not even aware of what constitutes malnutrition, so in the first stage Aamir Khan will be seen explaining and introducing the concept."

The senior official added, "As the campaign moves ahead, in the second and third stage the actor will convey specific messages as to what the public can do to prevent and remove the problem of malnutrition."