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Kids retail company FirstCry.com has roped in Bollywood legend Amitabh Bachchan as its brand ambassador. While for its advertising campaign, it has got Lowe Lintas. The campaign will have six films featuring the Big B and are likely to be released by the end of this week.
The children retail brand got Bachchan on board after its internal study found FirstCry is low on awareness despite the fact that repeat purchase on the website is 50 per cent, which is higher than its closest competitor. Thus, it thought of creating maximum impact with the campaign with Bachchan, a doting grandfather, as its brand ambassador.
The company has made six television commercials with the theme "Bachchon ki shopping, Bachchon ki khel nahi" and the campaign will also have radio, out-of-home and tactical print legs. The new ad campaign will be handled by Lowe Lintas's Johnson & Johnson team, says Supam Maheshwari, CEO and Founder, FirstCry.com.
The brand was launched in 2010 by Maheshwari and Amitava Saha, and has over 120 brick and mortar stores across the country. It initially started off as an online kids retail portal and gradually grew on to raise several offline stores as well.
