In its new campaign, created by Lowe Lintas, FreeCharge promotes its tie-up with McDonald’s by which consumers can get a burger free with a recharge
BestMediaInfo Bureau | Delhi | January 8, 2015
FreeCharge, a leading online platform for recharge, utility payments, promotions and couponing, has launched an integrated media campaign, ‘Recharge Nahi, FreeCharge’. Viewers can catch the ad across 30-35 channels including GECs, sports, music, lifestyle, travel and education channels.
This campaign focusses on the deals available with FreeCharge’s new brand partner, McDonald’s. It defines the USP of FreeCharge and portrays the connection that the youth has with the brand. The TVC shows a girl impersonating her mother accusing her of spending money on a McDonald’s burger when her mother can make it at home. The ad urges youngsters to free themselves from their mothers’ ‘cooked up charge’ by recharging through FreeCharge and getting a burger and iced-tea free at McDonald’s.
Alok Goel, CEO, FreeCharge, said, “We understand the Indian youth and connect with them with our proposition - that today's youngsters are smart problem solvers and ingenuity is what they believe in. We have amplified their belief by allying with global brands and bringing them at their disposal. For now, we have just started the action.”
Arun Iyer, National Creative Director, Lowe Lintas India, said, "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."
Ashish Virmani, AVP, Marketing, FreeCharge, said, "FreeCharge is all about making the user's recharge experience as rewarding as it can get. In order to take that promise to the next level, we tied up with one of the most exciting youth brands out there – McDonald’s. The idea was to create a win-win proposition, where consumers get exciting and exclusive brand offers when they recharge from FreeCharge."
Creative Agency: Lowe Lintas
National Creative Director: Arun Iyer
Executive Creative Directors: Amar Singh, Akash Das