FirstCry brings out the indulgent face of grandparents
With the thought 'Bachchon ki shopping, bachchon ka khel nahi', the campaign conceptualised by Lowe Lintas showcases Amitabh Bachchan in a never seen before avatar through a series of films
FirstCry brings out the indulgent face of grandparents
With the thought 'Bachchon ki shopping, bachchon ka khel nahi', the campaign conceptualised by Lowe Lintas showcases Amitabh Bachchan in a never seen before avatar through a series of films
BestMediaInfo Bureau | Mumbai | July 16, 2015
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FirstCry.com, which has named Amitabh Bachchan as the face of the brand, has rolled out a new campaign that has been conceptualised by Lowe Lintas Mumbai. With this campaign, the brand aims to accelerate the growth and take the brand to a much larger parent base.
The campaign 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 the number of products. On the one hand, it means that parents are assured of finding the right product on Firstcry.com, and at the same time it makes 'choosing one, not so easy'.
Supam Maheshwari, CEO and Founder, Firstcry.com, 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.”
Throwing light on the campaign, 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 'bachchon ki shopping, bachchon ka khel nahin'.”
The campaign comprises a series of films which portray 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. In real life too he is known as a doting grandfather to little Aaradhya and has been a trendsetter in adopting social media and technology. And he brings credibility that comes with his stature.
Commenting on the concept and the idea behind the ad campaign, Anuj Jain, Senior Vice-President, Marketing, Firstcry.com, said, “FirstCry.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 'big store for little ones', always handy on his mobile.”
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