CRY selects iProspect Communicate2 to utilise Google Grants

The partnership will see the agency help CRY with strategies for utilising Google Grants sanctioned to it for AdWords digital spends.

iProspect Communicate2, an Aegis Media company, has been chosen by CRY (Child Rights and You) as a partner to help with strategies for utilising the Google Grants sanctioned to CRY for AdWords digital spends.

Google Grants is a donation programme that distributes free advertising to select non-profit organisations. Participating non-profit organisations are eligible to receive up to $10,000 per month in advertising within the AdWords search engine marketing platform.

CRY has been working with multiple digital agencies as per different digital silos, but was looking for a partner that would help it consolidate its entire digital under one agency.

The agency's Mumbai branch is responsible for managing the entire range of digital marketing activities spanning across performance marketing in terms of SEO (search engine optimisation), SEM (search engine marketing) and social media.

Commenting on the development, Vivek Bhargava, MD, iProspectCommunicate2, says, "Communicate 2 has always operated in the premium space. I was not sure whether it would make sense for an NGO such as CRY to make a substantial investment hiring us. However when we analysed the account in granularity, we found that their current partners were only able to utilise 10 per cent of the total Google Grants. We decided to take this up as a challenge.''

On choosing iProspect Communicate2, Yogita Verma, director, resource mobilisation and volunteer action, CRY, says, "In iProspect Communicate2 we have a partner who is not only extremely skilled at what it does, but also one that is truly passionate about the digital medium. It sees in this medium the potential to engage, converse, interact and mobilise many, many individuals towards ensuring children a future filled with hope."

Child Rights and You (formerly known as Child Relief and You) is an Indian NGO that believes in every child's right to a childhood - to live, learn, grow and play. For over 30 years, CRY and its 200 partner NGOs have worked with parents and communities to ensure change in the lives of more than 2,000,000 underprivileged children, across 23 states in India.

iProspect Communicate2, a digital performance agency, is part of Dentsu Aegis Network and has a 150-people team spread across Mumbai and Delhi. The client roll at iProspect Communicate2 features marquee brands such as Cleartrip, HDFC Bank, ICICI Lombard, Axis Bank, YES Bank, Aegon Religare, Remit2India, Rustomjee and Mahindra & Mahindra. In August 2012, Aegis Group Plc had acquired performance marketing and search agency, Communicate2 and made it a part of iProspect.