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CRY assigns creative mandate to BBH

The mandate spans the spectrum of communication solutions, from overall communications strategy to digital initiatives and engagement strategy

BestMediaInfo Bureau | Delhi | April 11, 2013

Child rights organisationCRY– Child Rights and You has appointed BBH to develop their creative communications and digital media solutions. The mandate spans the spectrum of communication solutions, from overall communications strategy to digital initiatives and engagement strategy forCRY’s operations in India as well as overseas.

Established in 1979 in Mumbai,CRYwas among the first indigenous Indian NGOs working for the rights of children. Since then the organisation has grown to a national institution, present in over 23 states and reaching out to close to a million children every year. For over three decades,CRYhas been committed to making a lasting change in the lives of Indian children by ensuring their right to live, learn, grow and play, in short, every child’s right to a happy childhood.

Yogita Verma, Director, Resource Mobilisation and Volunteer Action, CRY, said, “CRY’s communication mandate is to raise awareness and thereby action for children in India for whom a happy, healthy childhood is not a natural consequence. In BBH we have a partner who is not only extremely skilled at what it does, but also one that is truly passionate about children and committed to ensuring them a future filled with hope.”

BBH Communications, part of the Publicis Groupe, was launched in India in 2009. In a very short period of time it has grown into a 65-people organisation with an impressive portfolio of clients like Unilever, Marico, Diageo, Skoda, Red Bull, Google, World Gold Council, Times Group and Acer.

BBH has been brought on-board at a time whenCRYis embarking on its own mission to engage with a younger audience, especially through the digital space. “Creating brand awareness and mobilising people for the cause of child rights is a challenge, particularly when limited resources need maximum impact. The digital space is one such area whereCRYcan engage with its target audience, and BBH’s specialisation in digital media and creative tools in the digital space will helpCRYreach out to a wider audience,” Verma said.

Subhash Kamath, Managing Partner, BBH India, said, "It's not often in advertising that one gets a chance to use one's skills and talent for a real cause; something that directly impacts society, especially children. We're proud to partnerCRYin their journey and we have tremendous respect for what they do. All of us at BBH are looking forward to working on some groundbreaking strategies for them.”

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