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FreeCharge celebrates little efforts that often go unnoticed

Crafted by Lowe Lintas, the campaign for the digital financial marketplace aims to show the sense of gratification of enthusiastic early jobbers who want appreciation from seniors to perform better

Click on the Image to watch the TVC.

FreeCharge, a digital marketplace for financial services and products, has launched a digital campaign, ‘Sirf AppNahin, Appreciation’, 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 ‘feeling of conquering the job world’ of the early jobbers and not letting the drudgery of professional life hamper the passion of following their dreams.

Sangram Singh, CEO Freecharge, said, “The 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.”

Commenting on the campaign, Amar Singh, Regional Creative Officer, Lowe Lintas, said, “The idea was to talk to people who’ve 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 protagonist’s 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.”

The company’s 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.

The TVC:


Client : FreeCharge

Creative Agency: 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

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