Title | LIFE SAVING DOT |
Brand | TALWAR BINDI |
Product / Service | BINDI |
Category | B01. Education & Awareness (incl. Fundraising and Advocacy) |
Entrant | GREY GROUP Singapore, SINGAPORE |
Entrant Company | GREY GROUP Singapore, SINGAPORE |
Advertising Agency | GREY GROUP Singapore, SINGAPORE |
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 |
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.
The goal of this campaign is to reach out as many women as possible across rural India, so that each of them is well equipped to battle an iodine deficiency. l equipped to battle an iodine deficiency.
Talwar Bindis, in association with Neelvasant Medical Foundation and Research Centre, introduced The Life Saving Dot, Jeevan Bindi. Every woman requires between 150 – 220 micrograms of iodine daily. During the course of the day, these bindis dispensed that amount to the wearer. Specially created, these Life Saving Dots were distributed to women across rural India via health camps and clinics.
The Life Saving Dot is being distributed in 10 villages across rural India. Hence, the total number of women being directly impacted by the idea is close to 50,000. The campaign plan is to introduce the Life Saving Dot across 50 villages in the next 3 months and in 75 villages by the end of 6 months. As a result, millions of women across rural India will soon be able to fight off iodine deficiency disorders with ease.
The challenge was to find a clever and non-intrusive way of giving these women the required dosage of iodine. We tapped into local culture and customs and realized that almost every Indian woman wears a bindi - a traditional symbol of beauty. So we asked ourselves, what if these tiny little dots could do more? What if they could save lives?
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