FreeCharge, a digital marketplace for financial services and products, has launched a digital campaign, âSirf AppNahin, Appreciationâ, conceptualised by Lowe Lintas. It has been crafted to celebrate even the little efforts that we make everyday to address our basic necessities, which otherwise go unnoticed.
The campaign aims to reverberate the sense of gratification of the enthusiastic early jobbers who more often look at appreciation from seniors as a drive to perform better. It depicts how appreciation in the form of cash backs, super offers and deals, for even a mundane task like paying bills, can be fulfilling. The brand aims at keeping up the enthusiasm, optimism and the âfeeling of conquering the job worldâ of the early jobbers and not letting the drudgery of professional life hamper the passion of following their dreams.
Sangram Singh, CEO Freecharge, said, âThe campaign has been weaved around an insight from the real-life situations of young professionals, who are constantly looking at validation both personally and professionally. Freecharge as a facilitator of easy and seamless payments appreciates the effort a customer makes, recognising that everyone deserves to feel the work they are doing however mundane it may seem, is contributing to something worthwhile.â
Commenting on the campaign, Amar Singh, Regional Creative Officer, Lowe Lintas, said, âThe idea was to talk to people whoâve spent enough time at work to realise that the appreciation they were expecting as a natural response to their efforts, is a rare bird to spot. Conceived by Rajat Dawar and Abhishek Dey, the creative device of Omkar playing a melancholic melody to depict the protagonistâs dispirited state of mind, gives way to joy when FreeCharge arrives with rewards for even the small stuff. And in so doing, builds an association for the brand with the much-valued feeling of being appreciated.â
The companyâs objective, as a part of Axis Bank, is to make itself a convenient and secure digital financial services platform where consumers can access the services with ease. Catering to the mobile-first generation across tiers, the company is adding new features and services to the platform.
Client : FreeCharge
Creative Agency:Â Lowe Lintas
Creative: Amar Singh, Rajat Dawar, Abhishek Dey, Misht Srivastava, Sale Nandkishore, Pravin Alhat
Planning: Aditi Patwardhan, Vineet Singh
Account Management: Shantanu Sapre, Parikshit Shah, Sachin Sahu, Kajal Doshi
Agency Producer: Kedhhar Barrve
Production House: Footloose Films
Director: Nishant Goyal