The target group for Firstcry would be parents, grandparents or other adults buying dresses for infants/children. So they have decided to go with the most popular grandpa in the country. The messaging is very clear that it is serious business to buy dresses for an infant and that the choices are dizzying. The on-screen rapport between the baby and Amitabh could have been pleasing and gone to add weight to the brand message. Amitabh is very convincing. But after the first few seconds, he gets a bit too convincing, it could be due to the flurry of ads that he features in, he seems a bit disjoint and the expressions a bit artificial. But the voice over steps in with the variety of choices and saves the ad. The brand is endearing, the message is clear, the storyboard is creative, the execution is a bit flat. It could have gone better if there was a relatively lesser person playing the grandad. In short, ineffective for Top of the mind brand recall
