Child Rights and You (CRY): Right to Write by BBH India

Agency: BBH India
Date: Jun 2016
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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

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AT&T: Shot by BBDO

Added 20 November 2018
Agency: BBDO
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