LIFE SAVING DOT

Gold Spike

Case Film

Presentation Board

TitleLIFE SAVING DOT
ClientTALWAR BINDI
Product / ServiceBINDI
CategoryC08. Charities, Public Health, Safety & Awareness Messages
EntrantGREY GROUP Singapore, SINGAPORE
Entrant Company GREY GROUP Singapore, SINGAPORE
Advertising Agency GREY GROUP Singapore, SINGAPORE
Production Company HFILMS Milan, ITALY

Brief Explanation

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 Brief

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

The audience for this campaign were women across rural India who weren’t receiving the required dosage of iodine. Why it was relevant to them was because most of these women wore a bindi – a traditional symbol of beauty. So, without making any behavioural change, the required dosage of iodine was administered to these women daily. The campaign was launched across a few villages and slowly started extending to other parts of rural India. The Life Saving Dots were distributed to women across rural India via health camps and clinics, as per the original plan.

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