Life Saving Dot
Talwar Bindi
Issue 36 | September 2015
Agency
Grey Group Asia Pacific
Creative Team
Grey Group Singapore: Chief Creative Officer: Ali Shabaz Copywriter: Ali Shabaz, Karn Singh Art Director: Cinzia Crociani, Sudhir Pasumarty, Sandeep Bhardwaj, Giap How Tan Designer: Cinzia Crociani, Sudhir Pasumarty, Sandeep Bhardwaj Illustrator: Sudhir Pasumarty
Production Team
Greyworks: Producer: Jacinta Loo Editor: Timothy Lee Editor: Bobby Aguila Sound Designer, Composer: Marco Iodice Director: Giovanni Fantoni Modena DOP: Matte Chi Production House: Hfilms Milan
Other Credits
Project Manager: Sandeep Bhardwaj Account Director: Gaurav Arora Account Manager: Marie Tan Regional Director, PR & Corporate Communications: Huma Qureshi Regional Corporate Communications Executive: Yanrong Pang
Date
April 2015
Background
Millions of women across rural India suffered from breast cancer, fibrocystic breast disease and complications during pregnancy. In most of these cases, it was linked to iodine deficiency. How do you ensure the women in these rural areas get the required dosage of iodine?
Idea
Almost every Indian woman wore a 'bindi', an Indian forehead art worn with a dot. With this in mind, Grey Group Singapore's newly formed philanthropic arm, Grey for Good, collaborated with the NGO, Neelvasant Medical Foundation and Research Center, to produce iodine patches, known as the Life Saving Dot. This initiative was further supported by Talwar Bindi.
In a nation of 500 million women, this little dot could make all the difference between life and death. The iodine patch, worn as a bindi by the women, dispensed the daily-required amount of iodine to the wearer.
Results
The product was shown all over the media from Fast Company to Trend Hunter to Adweek.