Firstcry is a children focused e-commerce company with 120 brick mortar stores.
It is targeting pregnant women and kids.
Roping in Amitabh Bachan as a brand ambassador is unconventional and challenges principles of brand endorsement.
What is the relationships between brand and the celebrity?
How does it enhance the brand value, its awareness and higher sales?
Is it all about creating enterprise value rather than actual business turnover?
Does Amithabh Bachan association with the brand results in pregnant women fantasizing to have tiny toddler Amitabh in their life????
What is the big idea, if at all any big Idea!!!!!!