A wacky commercial, conceptualized by Mullen Lowe Lintas, demonstrates how the digital payments platform works, using a humourous storyline
BestMediaInfo Bureau | Mumbai | April 26, 2016
Digital payments platform, FreeCharge, launched its new brand campaign, ‘Lo Do Khatam Karo’ amidst the Vivo Indian Premier League (IPL) cricket season. The campaign, conceptualized by Mullen Lowe Lintas, uses a humorous storyline to unveil the new slogan for the brand, simultaneously demonstrating to its audience how payments may be transferred through FreeCharge.
The film begins at a wedding venue, where a guest walks up to the podium where the bride and groom are being felicitated. The guest, ostensibly a friend of the groom, hands an envelope to the groom and tells him that apart from the money he and other friends owed the groom, the envelope also contained Rs 100 as a wedding gift for the couple.
The wedding guest’s method was without doubt, an embarrassing way of returning money. The next scene in the film shows the easier way of transferring money through the FreeCharge mobile app. The mobile app shows a display that says that the wedding guest was sending the groom Rs 601, followed by an instant transfer of cash and a confirmation on chat. The film ends with the FreeCharge slogan, ‘Lo Do Khatam Karo’ (take, give and seal the deal).
Speaking of the campaign, Govind Rajan, Chief Operating Officer, FreeCharge, said, “We are very excited to launch our new campaign ‘Lo Do Khatam. The ‘Lo Do Khatam Karo’ campaign plays on situations when sending and asking for money the traditional way can result in slightly awkwardly humorous situations. Thereby driving home the ease and convenience of FreeCharge’s chat-n-pay service, which enables customers to send and request money instantly to anybody in less than five seconds. With this campaign, we aim to showcase how digital wallets make one’s life simpler and can be easily adopted in daily life activities.”
The campaign will primarily focus on the recently launched chat-n-pay service and highlight the send and request money feature. FreeCharge will also simultaneously launch a microsite that will run exciting contests and host and user-generated content, to engage with target groups.
Commenting on the campaign, Joseph George, Group CEO, Mullen Lowe Lintas Group, said, “Our partnership with FreeCharge has been from Day 0 and it has been a fantastic ride so far. Their entry now into the mobile wallet market is exciting and potentially game changing. I am confident that our ‘Lo Do Khatam Karo’ campaign will unlock a great opportunity and introduce today’s India to a myriad of life changing possibilities.”
Agency: Mullen Lowe Lintas, Mumbai
Production House: Jamic Films
Director: Nikhil Rao