FirstCry.com, announced that Amitabh Bachchan would be the face of the brand. Firstcry.com is already a leading baby and kids player with its online, mobile and 125+ offline store presence. With the campaign, the brand aims to accelerate the growth and take the brand to a much larger parent base.
Speaking about the campaign, Supam Maheshwari, CEO and founder of Firstcry.com said â€œOver the last 4 years we have built an omni-channel business model that serves the largest variety of baby and kids products in express time. It is now time for us to scale up the model by raising awareness of FirstCry.com and building a brand that parents loveâ€. The campaign, which has been conceptualized by Lowe Lintas Mumbai, works on the insight that parents feel great about having worked hard for their children, including shopping. The category is a high involvement category and FirstCry.com makes sure that parents have the best choices available both in types of products as well as numbers of products. On the one hand it means that parents are assured of finding the right product on Firstcry.com, but at the same time it makes â€˜choosing one, not so easyâ€™.
Vasudha Narayanan, Executive Creative Director at Lowe Lintas Mumbai, has this to say â€œMr Bachchan has never played the role of an indulgent grandpa. And thatâ€™s why he is a perfect fit for FirstCry.com. The magic in the films comes from the silliness and love between a grandpa and his granddaughter. He finds it easier to take care of her than indulge her, because he knows â€˜bachchon ki shopping, bachchon ka khel nahinâ€™.â€ The campaign has a series of films which will have Mr. Bachchan in a never seen before avatar. The child-like fun that he had while shooting the films reflects in some of the most endearing grandfather-granddaughter moments. He is a perfect fit for the brand because he is known to be a doting grandfather, he has been a trendsetter in adopting social media and technology and, last but not the least, he brings credibility that comes with his stature.
Talking about the concept and the idea behind the ad campaign, Anuj Jain, Sr. Vice President, Marketing says, â€œFirstCry.com is a brand that opens up a world of possibilities beyond what Indian parents currently know, see and experience when it comes to baby and kids products. When it comes to indulging grandchildren, grandparents are miles ahead of anyone else. The need for this indulgence coupled with access to endless variety on FirstCry.com, mean Mr Bachchan keeps Firstcry.com, the â€˜big store for little onesâ€™, always handy on his mobile.â€