Conceptualised by Lowe Lintas, the new TVC portrays youth as being more responsible than parents, helping the latter understand the new-age ‘fizool kharchi’. It follows a pattern from the earlier TVC where parents blamed the youth for useless expenditure
BestMediaInfo Bureau | Delhi | December 15, 2015
Digital payments platform FreeCharge has launched its new brand campaign called ‘#ReverseTheCharge’. As part of the larger campaign, the new TVC re-in forces the brand’s connect with the youth and builds a stronger brand connect. The new campaign explores the youth-parent relationship by adding a flavour of role reversal. The youth is portrayed as more responsible and helping parents understand the new-age ‘fizool kharchi’ following a pattern from the earlier TVC ‘Recharge Nahi FreeCharge’ where parents were blaming the youth for ‘fizool Kharchi’. The ‘#ReverseTheCharge’ campaign is targeted at the urban youth living in metros. The TVC is in Hindi and has been translated to regional languages such as Tamil, Telugu and Kannada to strengthen brand awareness and penetrate deeper into the Indian market to attract new users.
The pan India TVC campaign will cover more than 30 channels on national television spanning major GECs and English channels. The campaign will leverage both offline (TV, Radio) and online (Paid Digital, Newsletters, Notifications, Social Media) platforms to reach out to the target audience.
Talking about the new TVC, ‘#ReverseTheCharge’, Ashish Virmani, Head, Marketing, FreeCharge, said, “FreeCharge as a brand understands youth and their needs deeply. With FreeCharge, they just don't recharge but in a way FreeCharge helps them solve their problems smartly. With this campaign, the youth has evolved to the point where they can charge their parents for being spendthrifts. This campaign will be an integrated marketing plan leveraging TV, digital and radio primarily and aims to build the already strong appeal for the brand.”
‘#ReverseTheCharge’ TVC Campaign is an extension of FreeCharge’s overall brand goal of driving the shift from offline to online transactions across the country and get existing users to transact more online. The new TVC is focused on building excitement and anticipation amongst the youth audience in a quirky manner, driving conversations around encouraging smarter ways to pay and recharge while getting rewarded.
Talking about the campaign, Arun Iyer, CCO, Lowe Lintas, said, “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 parents.”
Created by Lowe Lintas, ‘#ReverseTheCharge’ campaign resonates with 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.
Creative Agency : Lowe Lintas, Mumbai
Production House : EarlyMan film
Producer : Amarjeet Singh
Director : Abhinav Pratiman
Music Director : Abhishek Arora