Project 12 / Live action · Celebrity
FirstCry — Launch Campaign
The launch campaign for FirstCry, built around the line “Bachchon Ki Shopping, Bachchon Ka Khel Nahi.” Featuring Amitabh Bachchan as a delightfully frustrated granddad, the campaign went on to become one of the brand’s most recognisable platforms—and an Effies finalist.
- Amitabh Bachchan
- Effies Finalist
- FirstCry
Project gallery 5 items
Bachchon Ki Shopping, Bachchon Ka Khel Nahi
A national launch campaign for FirstCry, anchored by the line “Bachchon Ki Shopping, Bachchon Ka Khel Nahi”—a thought that framed parenting purchases as serious business, not child’s play.
The campaign featured Amitabh Bachchan as a happily frustrated grandfather navigating the joys and chaos of caring for his grandchild, helping position FirstCry as a trusted partner for every stage of a child’s life. The work rolled out across multiple product categories, establishing the brand’s tone at launch.
I created the core campaign line and worked on scripting and creative direction. The platform went on to become highly successful for the brand and was shortlisted as an Effies finalist.