New Delhi, July 15 (IANS): Baby and kids store FirstCry.com has announced megastar Amitabh Bachchan, a doting grandfather to three children, as the face of the brand.

Having started operations in late 2010, Firstcry.com caters to customers on the lookout for baby and kids products with its online, mobile and over 125 offline stores. With the campaign featuring Big B, the brand aims to accelerate its growth and take it to a much larger parent base.

Explaining the rationale behind the brand campaign, Anuj Jain, senior vice president, marketing Firstcry.com, said: "FirstCry.com is a brand that opens up a world of possibilities beyond what Indian parents currently know, see and experience when it comes to baby and kids products.

"When it comes to indulging grandchildren, grandparents are miles ahead of anyone else. The need for this indulgence coupled with access to endless variety on FirstCry.com, means Mr.Bachchan keeps Firstcry.com, the 'big store for little ones’, always handy on his mobile.”

The campaign has a series of films featuring Big B.

Conceptualised by Lowe Lintas Mumbai, it works on the insight that parents feel great about having worked hard for their children, including shopping.