Cinzia Crociani: 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.

Credits:

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