Mumbai : An 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’ (aka) Jeevan Bindhi , 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 Bindi dots have been distributed to many rural areas marked as most affected due to the deficiency of Iodine such as Badli village near New Delhi, and Niphad, Peth, and Kopergaon in Maharastra.
The Campaign aims to solve the dual purposes of supplying the daily dose of Iodine in women’s body and satisfying her fondness towards Bindi Dots, which considered as an integral part of Indian Women.
The following Media Window has the Campaign Video of Grey Singapore’s Life Saving Dots / Jeevan Bindis :