Syaahi Swasthya Ki 

Concept + Design

Social Initiative Project - Conceptual

Co-owner - Natasha Khubchandani

2018

Syaahi Swaasthya ki was a concept developed in collaboration with my copy partner for Dentsu Webchutney. It stemmed with a very cultural insight into the tradition of poked tattoos that is prevalent among the Indian women especially rural, as a mark of their married status. And how it can act as an alerting medium for Anaemia - a disease which goes unnoticed and untreated among our women, because of lack of awareness and education.

Please watch the concept video to understand the functionality of this idea better.

Problem

Anaemia is one of the major health risks among rural women in India. Ignorance towards it and delayed diagnosis results in deaths or lifelong health issues.

Insight

Tattoos are a significant part of the culture of rural India. Each has different meanings and symbolism attached to it. Its a tradition for married women to get a hand-poked tattoo done - usually the initials of their husband's name or other symbols which are meaningful.

Solution

Tattoos take a long time to fade or dull and usually retain their colour against the skin. Although the skin itself becomes paler when one has anaemia. Using the Laws of colour theory, can the pale skin, reveal an otherwise non-visible tattoo to alert for medical help?

Unique tattoo designed in the skin-coloured inks that will help detect anaemia. Skin coloured inks according to different undertones and overtones will be distributed to the local tattoo artist also known as “Godanhaars”.

Concept Video

The key design symbol for the tattoo was designed, keeping in mind and taking inspiration from the prevalent traditional art aesthetics in rural India. Traditional tattoos are a set of symbols depicting subjects like fertility, health, family etc.

The Syrah symbol was designed using the existing runes for Longevity, health and iron - the three components of blood, giving the tattoo more meaning and context to our women,