India currently has the largest population of illiterate adults in the world with 287 million. Child Rights and You (CRY) America, launched its ‘Right to Write’ campaign to ensure children across CRY America supported projects in India go to school and complete their education.
BBH India conceptualised the idea of a child breaking out of a thumbprint. The thumbprint, which is commonly used to denote identity, becomes a symbol of shame & illiteracy when used in lieu of a written signature - ‘Angootha Chaap’ as one would call them in India. Three different ads have been created wherein the thumbprint is depicted as a maze, a valley and a forest; with a child making his way out in each.
Advertising Agency: BBH India
Chief Creative Officer: Russell Barrett
CEO: Subhash Kamath
Creative Director (Art): Sapna Ahluwalia
Copywriter: Yohan Daver, Sean De Jervis Sequeira
Art Director: Rebecca Daniel, Kushal Birari, Chetan Mahajan
Illustrator: Anant Nanvare
Photographer: Abhijit Kalan, Pratim Shankar, Saish Kamble
Retoucher: Avinash Mahadik
Agency Producer: Reema Asrani
Senior Business Partner: Rutika Shroff
Business Partner: Monisha Khanna, Ankita Kadambande