Firstcry.com’s Campaign: Celebrating the Happiest Cry Ever

In 2012, the market was estimated to be at Rs. 647.6bn, inviting many international players into the baby and child care market.

August 12, 2014 9:54 IST | India Infoline News Service
Baby care has always been an aspect of major concern for moms. When we talk about a country like India with around 50 million babies in the age group of 0-2 years and 304.8 million children in the age group of 0-12 years, there is an immense potential in the baby products segment.

Owing to the changing socio-economic status, lifestyle patterns and growing awareness and education levels, there has been a shift in the buying behaviour of Indian parents.

In 2012, the market was estimated to be at Rs. 647.6bn, inviting many international players into the baby and child care market.
In spite of this being a lucrative segment, there exists a major gap. Due to the infinite brands seeping into the baby product industry, there exists a highly fragmented and unorganized market. Cutting through these difficulties, Firstcry.com has managed to create a niche for itself in this highly opportunistic yet challenging market. 
FirstCry.com is Asia’s largest online brand with a huge offline presence providing range of products for babies, kids and moms, born in 2010 out of a desire to solve Indian parents’ problem of not having access to the best brands and products for their babies and kids.
Let us walk through a remarkable campaign that not only stands to be one of the most novel marketing ideas but also scores outstandingly on the emotional quotient.
A brand which has been constantly innovating and reinventing the wheel to give parents the best baby care products, sticks to its belief of being ‘obsessed with a moms needs’, by initiating a unique campaign called, “Celebrating the Happiest Cry Ever”, which is a gift box full of helpful products like diapers, lotions, baby wipes, etc that are handed over to a new mother after she delivers. With “Celebrating the Happiest Cry Ever” campaign, Firstcry.com has tied up with more than 6000 hospitals across the country and has already delivered to 1.5 lac FirstCry boxes further aiming to reach 1 million parents in the next 12 months. In these hospitals, parents receive a FirstCry Box as a token of congratulations on the birth of their child. Big hospital chains like Apollo, Columbia Asia, Fortis, and well known maternity homes like Seven Hills in Mumbai, Manipal in Bangalore, Paras Springs in Delhi, Ruby Hospital in Pune are all part of the program. FirstCry has partnered with some of the world’s leading baby brands like Mamy Poko, Libero and Chicco in making sure that new moms receive quality samples in a quality box. The program benefits all stakeholders – the brands get a chance to present themselves to the perfect potential customer and at the very start of their customer lifecycle, the hospitals are able to give a complimentary gift to their patrons and most importantly, the mothers who gain awareness of quality brands and receive informative literature.

In 2013, Firstcry.com won a customer vote of confidence when it was voted “Most Popular Online Site” by readers of a popular ‘Parenting’ magazine.

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