Life Saving Dot- Jeevan Bindi is the new weapon to fight Iodine Deficiency among rural women in India.Bindi, one of the significant shringaar (beauty) items of Indian women, is no longer just a decorative piece but a life saving dot (Jivan Bindi), thanks to the commendable effort by Grey Group.
The Singapore based company has come up with an innovative idea to overcome the widespread problem of iodine deficiency among rural women in India, who cannot afford the nutrients and supplements.
Knowing the fact that every Indian woman wears a decorative bindi on forehead, Grey partnered with NGO The Neelvasant Medical Foundation and Research Center to develop an iodine patch bindi under the Talwar Bindi brand.
And these iodine filled bindis dispense the daily required dosage of iodine to the wearer, without an additional effort or any behavioral change needed.
The group handed over the Iodine patches in medical camps across rural India, in villages including Badli (near New Delhi), Niphad-rural (Maharastra), Peth-tribal (Maharastra), and Kopergaon/Sinner (Maharastra).
“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,” said Ali Shabaz, chief creative officer of Grey Group Singapore.
“This program can easily be extended to reach a larger population of women in India who need this vital mineral for a healthier life,” he added.
Iodine deficiency, and a list of associated medical issues, is an unfortunate reality for millions of women in rural India. This new initiative from the grey Group is certainly the one India, the nation with 500 million women, needs big time.
Bindi is not a dot but a spot that differentiates between life and death!