BBH to handle creative mandate for CRY

This development is in line with CRY's effort to engage with a younger audience, especially through the digital space.

Indian child rights organisation CRY - Child Rights and You has handed BBH India its creative mandate. The agency will be responsible for all the creative communication and digital media solutions for CRY.

The mandate includes a range of communication solutions, like overall communications strategy, digital initiatives and engagement strategy for CRY's operations in India as well as overseas. In fact, this development is in line with CRY's effort to engage with a younger audience, especially through the digital space.

Subhash Kamath, managing partner, BBH India, says, "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."

Yogita Verma, director, Resource Mobilisation and Volunteer Action, CRY, informs that CRY's communication mandate is to raise awareness and consequent action for children in India. In BBH, she claims, the brand team found a partner that is both creatively skilled as well as passionate about children.

"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 where CRY can engage with its target audience. BBH's specialisation in digital media and creative tools in the digital space will help us reach out to a wider audience," she says.

Part of the Publicis Groupe, BBH's clientele includes brands such as Unilever, Marico, Diageo, Skoda, Red Bull, Google, World Gold Council, Times Group and Acer.

Established in 1979 in Mumbai, CRY is present in over 23 states and reaches out to close to a million children every year.