Brief Explanation

Millions of women across rural India suffer from Breast Cancer, Fibrocystic Breast Disease and complications during pregnancy. Most of these cases are linked to an Iodine deficiency. Supplements in the form of pills are available, but women weren’t in the habit of consuming them. The challenge, therefore, was to conceive a clever and unique way to give these women the required dosage of iodine.

The Brief

Iodine deficiency is a problem that plagues most of rural India. Women suffer the most and are often the victims of Breast Cancer, Fibrocystic Breast Disease and complications during pregnancy. And even though supplements in the form of pills are available, women weren’t in the habit of consuming them. A simple yet non-intrusive solution was needed urgently. Almost every Indian woman wears a bindi - a traditional symbol of beauty. But we realized that these tiny little dots could do more. They could save lives. Talwar Bindis, in association with Neelvasant Medical Foundation and Research Centre, introduced The Life Saving Dot, Jeevan Bindi – an idea that transformed bindis into iodine patches.

How the final design was conceived

As the end users were rural women who weren’t in the habit of consuming iodine supplements, we examined local customs and traditions to conceive an idea that delivered the daily requirement in the most non-intrusive way. Almost every Indian woman wears a bindi - a traditional symbol of beauty. We realized that these tiny little dots could do more. That they could save lives. Hence, the Life Saving Dot was born – an idea that transformed bindis into iodine patches.

Indication of how successful the outcome was in the market

The Life Saving Dots were distributed to thousands of women across rural India via health camps and clinics, helping them battle an iodine deficiency.