The agency has been entrusted the mandate of making FreeCharge a go-to and top-of-mind brand in India
BestMediaInfo Bureau | Mumbai | September 2, 2014
Lowe Lintas has been appointed as the creative agency for FreeCharge, India’s leading online platform for recharge, utility payments, promotions and couponing. As part of the alliance, the agency has been tasked with the mandate of making FreeCharge a go-to and top-of-mind brand in India. Lowe Lintas fended off competition from six other agencies that were in the fray for the account.
FreeCharge doesn’t just make the process of recharging convenient, it also makes it rewarding, by way of discount coupons. For every recharge done on FreeCharge, the company gives customers discount coupons from top food joints and popular retailers, equivalent to the recharge amount, delivered to their mobile, inbox or even doorstep. These coupons can be used to save money when eating out, watching movies, booking travel tickets, shopping online, visiting a salon, gaming, buying books, music, groceries, and living a rewarding life.On appointing Lowe Lintas as the creative agency, Alok Goel, CEO, FreeCharge, said, “FreeCharge is a youth brand and hence we wanted to figure out a campaign idea that will connect with today's youth at deep emotional levels. Lowe team came up with phenomenal insight. The insight was that today's youngsters are smart problem solvers and they will figure their way out in life despite what life throws at them. The insight was so original and emotional that we felt Lowe team will be great partners for this campaign.”
To drive FreeCharge’s marketing objectives, Lowe Lintas has unveiled a campaign ‘Recharge Nahin… FreeCharge’, which depicts FreeCharge’s core proposition of being an ally for the youth. It plans to alter the recharge landscape in India by offering rewarding coupons and offers. The campaign is live online and will soon be seen across other traditional media.
Kunal Shah, Co-founder, FreeCharge, said, “We want to completely change what people expect from the simple act of recharging a mobile phone. It is no longer just a payment, but a rewarding experience which delivers joys to our customers. We felt that Lowe Lintas’ campaign idea captured this in a surprising and insightful way. We are confident that the youth of today will connect with the brand and engage with it for a long time to come.”
The youth is often stereotyped by parents for being spendthrifts who don’t value money. Lowe Lintas’ consumer research revealed that the reverse is true today. The digital-native youngsters are quite smart and inventive when it comes to stretching their means to the max.
Sharing his thoughts on the creative approach, Arun Iyer, National Creative Director, Lowe Lintas, stated, “We felt that our campaign needed to do more than land the product and its benefits. We needed to connect with our rechargers at a real level. We hit upon an insight that the youth of today are 'charged' with being irresponsible with their money. This simple app is their ally and just one re-'charge' fittingly answers all these charges.”
The campaign aims to build further on the brand’s key offering through relevant tie-ups.
Client Team: Kunal Shah, Sandeep, Raja Ganpathy, Alok Goel, Ankita Gandhy
Agency: Lowe Lintas
Creative Team: Arun Iyer, Akash Das, Amar Singh, Piyush Gupta, Paresh Panchal
Account Management: Raj Gupta, Abhimanyu Mathur, Rohit Chatterjee, Jagannath Rane, Ruth Andrea Peters
Planning: Rishabha Nayyar, Prashant Verma