Brands & Branding and Private Labels Case Study

CRY in 2006: Changing Perceptions

OR

Abstract:
Child Rights and You (CRY) is an India based Non Government Organisation (NGO) which works for restoring the rights of the underprivileged children by partnering with corporates, other NGOs and interested individuals. It provides financial as well as any other help to all those who wish to help the needy children. CRY has been functioning since 1979 and has been successful at gaining trust and credibility by appealing to public emotions. In 2006, CRY changed its approach. It substituted the relief in its name with rights and came out with a brand new campaign. The new campaign was absolutely different from its earlier image. The case discusses CRY’s image change, the reason behind it and the challenges it faces due to it.

Pedagogical Objectives:

• To discuss the shift in CRY’s approach from ‘relief’ to ‘rights’ and the change in its positioning
• To discuss CRY’s image makeover and the new advertising campaign of the NGO.

Keywords : CRY(Child Relief and You), NGO, Name change, Brands & Branding Case Study, image makeover, CRY’s marketing efforts, Direct mail appeal, CRY shop, CRY buddies, CRY campaign, The child rights charter, Brand positioning