Campaign replaces Indian bindi with iodine patch

A new campaign by Grey Group Singapore’s newly formed philanthropic arm Grey for Good is looking to alleviate iodine deficiencies in women in rural India by swapping the bindi for an iodine patch. The ‘bindi’ is worn by many Indian women on their forehead.

This was made in partnership with NGO, Neelvasant Medical Foundation and Research Center and This initiative is supported by Talwar Bindi. According to Grey, 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. The patches are aimed at making sure they get their dosage of iodine.

Almost every Indian woman wears a ‘bindi’, an Indian forehead art worn with a dot. With this in mind, Grey Group Singapore’s newly formed philanthropic arm, Grey for Good, collaborated with the NGO, Neelvasant Medical Foundation and Research Center, to produce iodine patches, known as the Life Saving Dot. This initiative is further supported by Talwar Bindi.

“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,” said 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,” said 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).

Watch the video here:


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


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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