Work About
We took the symbol of illiteracy in India and showed children overcoming it

Problem: Thousands of children in India lack access to education and can’t write their own names. They will grow up to be adults that leave their thumbprint, instead of a signature. It becomes their identity. Their badge of illiteracy. They’re even called ‘Angoota Chaap’ in Hindi. Which is derogatory slang for an illiterate person.


Solution: In India, the thumbprint is used to symbolise illiteracy. To draw attention to the plight of these children, we made the thumbprint the symbol of the problems they face. Problems that arise from their lack of access to education. The thumbprint was depicted as a maze, a valley and a forest. With a child shown escaping each. A feat that CRY helps achieve through it’s donation drives.

Result: This campaign is aiming to provide 556 children the chance at a better future. The posters on-ground helped drive home our message. They were also used by CRY volunteers to encourage more donations. One of the most successful aspects of this campaign was the fact that we gained a significant number of new donors.

Awards: The Drum Dream award 2016 (Creative Works International) Kyoorius D&AD Awards (In Book Winner, Design Craft Category) APAC Work of the Week Recognition: Ad Age Campaign Brief Asia The Drum Communication Arts Campaign India Creativity Online Adforum Mumbrella Asia Ads of the world Advertising Agency: BBH India Chief Creative Officer: Russell Barrett 
CEO: Subhash Kamath 
Creative Director (Art): Sapna Ahluwalia Art Director: Kushal Birari, Rebecca Daniel, Chetan Mahajan 
Copywriter: Yohan Daver, Sean De Jervis Sequeira 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