The challenge was to find a clever and non-intrusive way of giving these women the required dosage of iodine.

We tapped into local culture and customs and realized that almost every Indian woman wears a bindi - a traditional symbol of beauty.

So we asked ourselves, what if these tiny little dots could do more?

What if they could save lives?

The Life Saving Dots were distributed to thousands of women across rural India via health camps and clinics, helping them battle an iodine deficiency.

More importantly, in a nation of 500 million women, these tiny little dots were no longer just a symbol of beauty; they now spelt the difference between life and death.