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FirstCry Celebrates ‘Fussy Moms’ in a New Campaign ‘Fussy is Fantastic’

The campaign conceptualized by Fatmen Advertising resonates with the idea that the fussiness of mothers should not be looked down upon, rather it should be encouraged by looking at the good that comes out of it.

September 01, 2021

FirstCry

A still from the FirstCry ad ‘Fussy Is Fantastic’.

Firstcry has launched its brand new ad campaign titled ‘Fussy Is Fantastic’ that is conceptualized by Fatmen Advertising. While the trait of being fussy or over-particular of millennial mothers is often criticized by society, the new multi-media brand campaign is an attempt to support and salute the fussiness.

Anuj Jain, Business Head and Sr. VP Marketing, FirstCry, stated that “Having gone on to complete a decade that made FirstCry Asia’s largest baby and kids retailer, it was important for us to move beyond the category narrative and take a larger brand stance.”

Rishabha Nayyar, Chief Strategy Officer, Fatmen, said “We met the hero of our story not in any focus group but our very own homes. We called her the ‘Fussy Mom’. She refused to take anything for granted when it came to her kid. From diet to play, clothes to values, safety to sleep, she would fuss over a million seemingly small things to ensure childhood was perfect. While each and every fuss for her was an act of responsibility, the world around her labelled it as paranoia giving her style of parenting many not-so-sweet names – rude, adamant, crazy, helicopter, sunky, over-the-top. As a brand that believed that going into the details of each and everything when it comes to your child was not extreme but excellent, we decided to come out in support of each and every mom by taking a stance that ‘Fussy Is Fantastic’.”

In the two minute-ad, there are a number of situations presented where mothers are often called “fussy” for being particular about certain things. For instance, a mother is chiding the society guard for continuously ringing the doorbell as the baby was sleeping, and one mother of an infant reiterating to her mother-in-law that a “car seat” would be safer for her young one while traveling in the car. In these situations, everyone in their head regards the mothers as fussy and judges them for being so.

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The ad concludes with the message that mothers being fussy about their children and their surroundings is “fantastic”, restating the idea – “Be like a fussy mom” as this results in happier children with a ‘fantastic’ future.

Nayyar further added, “In a world where fussiness of mothers was getting discouraged, we would encourage it by talking about and celebrating the good that comes out of it. Not only would we encourage fussiness, we would also enable it by making sure we could provide a shopping experience to every mom that allowed them to fuss to their heart’s desire.”