Grey Group is becoming a pioneer of ads that aren’t. LifePaint for Volvo is a brand campaign housed in a spray can. Grey Singapore’s Life Saving Dot is both an awareness campaign and a nutrient delivery system in a bindi.
Millions of women across rural India suffer from breast cancer, fibrocystic breast disease and complications during pregnancy. In most of these cases, this is linked to iodine deficiency.
Almost every Indian woman wears a bindi. With this in mind, Grey Group Singapore’s newly formed philanthropic arm, Grey for Good, collaborated with NGO, Neelvasant Medical Foundation and Research Center, to turn the bindi into an iodine patch, known as the Life Saving Dot. This initiative is further supported by Talwar Bindi.
There are 500 million women in India. The tiny dot can make a massive difference. The iodine patch, worn as a bindi by the women, dispenses the daily required amount of iodine to the wearer.
“The Neelvasant Medical Foundation and Research Center’s purpose is to help the under-privileged in society by bringing about an awareness that will help them to improve their quality of life. The Life Saving Dot is one of these brilliant missions to help the women across rural India – a simple yet effective idea,” stated Dr. Prachi Pawar, president of Neelvasant Medical Foundation and Research Center.
“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,” noted Ali Shabaz, chief creative officer of Grey Group Singapore.
Since mid-March, the Life Saving Dot has been distributed to Badli village (near New Delhi), Niphad- rural (Maharastra), Peth-tribal (Maharastra), and Kopergaon/Sinner (Maharastra).
Campaign credits:
Agency: Grey Group Singapore
Chief creative officer: Ali Shabaz
Copywriters: Ali Shabaz & Karn Singh
Art directors: Cinzia Crociani, Sudhir Pasumarty, Sandeep Bhardwaj & Giap How Tan
Designers: 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
Editors: Timothy Lee & Bobby Aguila
Sound designer / composer: Marco Iodice
Director: Giovanni Fantoni Modena
DoP: Matte Chi
Production company: Hfilms Milan
