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Grey Singapore transforms the ‘bindi’ into a Life Saving Dot

Grey for Good collaborated with NGO Neelvasant Medical Foundation and Research Center to produce iodine patches and distributed them amongst women with iodine deficiency in rural areas of India

BestMediaInfo Bureau | Mumbai | April 7, 2015

bindi-TVC Click on the image to watch the TVC.

Grey Group Singapore’s newly-formed philanthropic arm, Grey for Good, collaborated with NGO Neelvasant Medical Foundation and Research Center to produce iodine patches in the form of ‘bindis’, known as the Life Saving Dot, to combat iodine deficiency amongst women in rural areas. This initiative is further supported by Talwar Bindi. 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,” said Dr Prachi Pawar, President, 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 programme can easily be extended to reach a larger population of women in India who need this vital mineral for a healthier life,” added Ali Shabaz, Chief Creative Officer, Grey Group Singapore.

Since mid-March, the Life Saving Dot has been distributed to Badli village (near New Delhi), Niphad-rural (Maharashtra), Peth-tribal (Maharashtra), and Kopergaon/ Sinner (Maharashtra).

The TVC:



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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