India currently has the largest population of illiterate adults in the world with 287 million. Child Rights and You (CRY) America, launched its ‘Right to Write’ campaign to ensure children across CRY America supported projects in India go to school and complete their education.BBH India conceptualised the idea of a child breaking out of a thumbprint. The thumbprint, which is commonly used to denote identity, becomes a symbol of shame & illiteracy when used in lieu of a written signature - ‘Angootha Chaap’ as one would call them in India. Three different ads have been created wherein the thumbprint is depicted as a maze, a valley and a forest; with a child making his way out in each. CreditsAdvertising Agency: BBH IndiaChief Creative Officer: Russell BarrettCEO: Subhash KamathCreative Director (Art): Sapna AhluwaliaCopywriter: Yohan Daver, Sean De Jervis SequeiraArt Director: Rebecca Daniel, Kushal Birari, Chetan MahajanIllustrator: Anant NanvarePhotographer: Abhijit Kalan, Pratim Shankar, Saish KambleRetoucher: Avinash MahadikAgency Producer: Reema AsraniSenior Business Partner: Rutika ShroffBusiness Partner: Monisha Khanna, Ankita Kadambande