Firstcry.com has announced Bollywood icon Amitabh Bachchan as its brand ambassador and will be launching its first ad campaign on 17 July. The ‘Bachchon ki shopping, bachchon ka khel nahin’ (Shopping for children is not child’s play) campaign has been conceptualised by Lowe Lintas Mumbai.
The film sees Bachchan and a baby girl, ostensibly his grand daughter, in her room trying to decide what to wear. The actor explains that while it is easy to shop for a lot of dresses, it isn’t the case when one has to buy that one special dress. The ad film breaks into listing the plethora of dresses available on Firstcry.com. The film shifts back to the wardrobe where the little girl is now all dressed up while Bachchan holds her tiara in his hand exclaiming, “Bachchon ki shopping, bachchon ka khel nahin”.
The film begins with a shot of an Audi and a Lamborghini as Bachchan’s voice over is heard questioning ‘Which car will it be today?’ As the frame shifts, it is clear that the actor has a little girl in a stroller and the question was intended for her. He comments that it is easier to be a ‘driver’ of her vehicle but what is tough is picking a stroller to buy. He fails to elicit a response from the baby as she has fallen asleep. The film breaks into listing stroller models available on Firstcry.com. The film moves back to find Bachchan himself in a stroller, next to the baby’s.
Supam Maheshwari, CEO and founder, Firstcry.com, noted, “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, “Mr 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’.”
Anuj Jain, senior vice president marketing, Firstcry.com, added, “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.”