LIFE SAVING DOT

Short List
TitleLIFE SAVING DOT
ClientTALWAR BINDI
Product/ServiceBINDI
CategoryB06. Promotional Items
EntrantGREY GROUP Singapore, SINGAPORE
Entrant Company GREY GROUP Singapore, SINGAPORE
Advertising Agency GREY GROUP Singapore, SINGAPORE
Production Company HFILMS Milan, ITALY

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.

Credits

Name Company Position
Ali Shabaz Grey Group Singapore Chief Creative Officer
Ali Shabaz Grey Group Singapore Copywriter
Sudhir Pasumarty / Sandeep Bhardwaj / Cinza Crociani Grey Group Singapore Art Director
Karn Singh Grey Group Singapore Copywriter
Sudhir Pasumarty / Cinzia Crociani / Tan Giap How Grey Group Singapore Designer
Sandeep Bhardwaj / Sudhir Pasumarty Grey Group Singapore Project Manager
Gaurav Arora/ Juhi Manwani Grey Group Singapore Account Director
Marie Tan Grey Group Singapore Account Manager
Jim Chai Grey Group Singapore Senior FA Artist
Bobby Koh Grey Group Singapore Production Manager
Huma Qureshi Grey Group Singapore Regional Director, PR & Corporate Communications
Yanrong Pang Grey Group Singapore Regional Corporate Communication Executive
Jacinta Loo Grey Group Singapore Producer
Timothy Lee / Bobby Aguila / Aaron Tan Grey Group Singapore Editor
Aaron Tan / Bobby Aguila Greyworks Motion Graphic Artist
Marco Iodice Greyworks Composer
Balasubramanaiyan Suruliraj Greyworks Developer
Giovanni Fantoni Madena Greyworks Director
Matte Chi Grey Group Singapore DoP