Media Planning & Buying

CRY assigns its creative mandate to BBH

BBH has been brought on-board at a time when CRY is embarking on its own mission to engage with a younger audience, specially through the digital space.

Published

April 10, 2013

VJ Media Bureau

Indian child rights organisation, CRY – 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 for CRY’s operations in India as well as overseas.

Speaking about the development, Yogita Verma, Director, Resource Mobilisation and Volunteer Action 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 to be a 65-people strong organisation with an impressive portfolio of clients like Unilever, Marico, Diageo, Skoda, Red Bull, Google, World Gold Council, Times Group and Acer.

“Creating brand awareness and mobilising people for the cause of child rights is a challenge, says Ms. Verma, “particularly when limited resources need maximum impact. The digital space is one such area where CRY can engage with its target audience, and BBH’s specialisation in digital media and creative tools in the digital space will help CRY reach out to a wider audience.

Says Subhash Kamath, Managing Partner, BBH India: “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 partner CRY on 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.