India’s leading digital marketplace for financial services and products Freecharge has launched its first national campaign for positioning the brand as an easy choice for the digital natives.
With this campaign, it aims to address their daily hassles faced while making utility payments and money transfer. It is planning to create a larger footprint to strengthen consumer engagement while scaling up its value chain.
Being a part of Axis Bank, Freecahrge wants to make itself a comprehensive, open 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 rapidly adding new features and services to the platform.
“FreeCharge is continuously expanding its portfolio in digital financial services, to make consumer experiences hassle-free. We aim to build a deeper connection with the consumers through this innovative storytelling, that highlights the ease of doing transactions with ‘easy to use’ features of Freecharge. The campaign has been weaved around the concept of ‘Time is money’ and a lot of time can be saved with easy and quick transaction processes in place,” said Sangram Singh, CEO, FreeCharge.
The campaign encompasses four TVCs, reflecting FreeCharge as an enabler of easy and quick mobile recharges, DTH payments, electricity payments and transactions through Unified Payments Interface (UPI) amongst other financial services.
“The brief was simple yet challenging – we had to attract undivided attention of the millennials who are bombarded with Cash backs, offers and discounts messages every second and also build relevance for the ease of making payments with the FreeCharge App. The films beautifully capture the entitled attitude of this generation with a tinge of humor and wit. Campaign’s tagline – It’s Slick. It’s Quick. Chik-chika-chik-chik connotes the efficiency with which FreeCharge makes it happen,” said Arun Iyer, Chairman and CCO, MullenLowe Lintas Group.
