The online recharge platform came into the limelight right from its launch due to its unique offering related to mobile and DTH recharges. A user gets the recharge value back in the form of deals and offers when the recharge is done from their online portal, FreeCharge. Due to deals and offers worth the recharge amount, the recharge effectively becomes free, thus justifying the name FreeCharge. The ad campaign at the launch of this brand showed parents scolding their kids for being spendthrift and them coming up with the idea of Freecharge against a traditional recharge.
In the second phase of the ad campaign which kicked off today, the brand now targets the same age group, albeit in a different way. This ad campaign reverses the blame game and the youngsters point out to their parents how their habits are causing a waste of money. This campaign, like the previous one, targets the youth of today who are more tech-savvy and know how to best use the online platform. The campaign name reflects FreeCharge’s aim to reduce users’ time and money wasted in offline transactions.
Talking about the campaign, Arun Iyer, CCO, Lowe Lintas, says, for the launch phase of the campaign, we had established Freecharge as a brand that frees young people of various money-related charges placed on them by their parents. In this phase, we thought we’d flip the dynamics of this relationship. The young Freecharge user is a step ahead of the game and knows how to save so well, that in addition to freeing himself/herself of all charges of being spendthrift, he/she can now in fact, go ahead and place the same charge on his/her parent.
The two advertisements are 30 seconds long each, and can be seen online through this link and this one.
