Who could be better than Amitabh Bacchan to promote FirstCry, an online children’s store? The megastar and the grand face of Bollywood, a grandfather of three, is now going to be the face of the FirstCry brand! A loving grandfather to granddaughter Aradhya seems to be the perfect face for the brand.
FirstCry offers all baby and kids products in its store including clothes, footwear, toys, books, school supplies and more. FirstCry ensures that parents have the best choices available both in product quality and quantity. Parents can rest assured of finding the right products at the right prices. But, it can become difficult for them to choose one from the magnificent FirstCry deals that they offer.
The whole campaign of featuring Big B has been conceptualized by Lowe Lintas Mumbai and it works on the approach that parents feel great about having worked hard for their children, including shopping. It has a series of films portraying Big B in an avatar that has never been seen before. He brings integrity through his grand status. Big B himself had fun while shooting for these films, which showed the most charming grandfather-granddaughter moments. FirstCry aims to speed up its growth and extend its reach to parents around the country by featuring Big B as the face of the brand.
Commenting on this step taken by the store, Anuj Jain, senior vice-president of marketing FirstCry said, "FirstCry 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, means Mr. Bachchan keeps FirstCry.com, the 'big store for little ones’, always handy on his mobile.”
Supam Maheshwari, CEO and Founder at FirstCry said, “Over the last four 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 love.”
Vasudha Narayanan, Executive Creative Director, Lowe Lintas Mumbai said, “Amitabh Bachchan has never played the role of an indulgent grandpa. And that’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 that bachchon ki shopping, bachchon ka khel nahin.”
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