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Bindis double as iodine patches to curb disease in India in campaign by Grey Singapore

Bindi patchAn ad agency has infused the bindi dots worn on the foreheads of women in India with iodine to help a charity curb diseases such as breast cancer and complications during pregnancy.

With an idea called ‘Life Saving Dot’, Grey Singapore has created small patches that administer the daily-required amount of iodine to the wearer for charity Neelvasant Medical Foundation and Research Center.

The dots have been distributed to Badli village near New Delhi, and Niphad, Peth, and Kopergaon in Maharastra.

Ali Shabaz, CCO of Grey Group Singapore, said: “Iodine deficiency disorder is a major nutritional problem and the Life Saving Dot is a simple, yet innovative preventive measure to a widespread problem in rural India. This program can easily be extended to reach a larger population of women in India who need this vital mineral for a healthier life.”

Credits:

  • 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
  • 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
  • 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
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