FreeCharge has recently rolled out two ad films as part of its ‘FreeCharge Ola Offer’ campaign. The ad films have been conceptualised by Lowe Lintas and Partners. The association allows customers to avail free Ola cab rides on recharge of Rs 50 or more on prepaid and postpaid numbers.
The ad film titled ‘Latak Latak’ features a young adult reiterating his father’s grouse that he has to travel to office with only standing space in a bus while the son keeps insisting on commuting by a cab with his girlfriend. The ad progresses to show a way out of this ‘safar-ing charge’ by recharging for Rs 50 and availing a free Ola ride worth Rs 250, on the FreeCharge app.
The next ad film titled ‘Cricketers’ features another allegation made by a parent against the young generation. This one finds a young adult talking about his parent’s complaint saying that even cricketers earning crores get to their stadium on a bus but that his son wants to go everywhere by a cab. The ad progresses to show a way out of this ‘Powerplay charge’ by recharging for Rs 50 and availing a free Ola ride worth Rs 250, on the FreeCharge app.
Alok Goel, CEO, FreeCharge, said, “Consumers are shifting to making transactions from their smartphones and it is FreeCharge’s mission to make those transactions joyful and rewarding. This latest initiative is another step in rewarding users who recharge with FreeCharge."
Ashish Virmani, AVP marketing, FreeCharge, added, “Youth is at the forefront of the smartphone revolution in the country today. They are looking at using apps to recharge their phones as well as book cab rides. We have always been about empowering the youngsters to come up with smart ways to get the most out their recharge. This offering takes forward this proposition emphatically.”
Sudarshan Gangrade, vice president- marketing, Ola, commented, “Ola has always taken a mobile first approach with over 80 per cent users accessing us through our apps. The young customer looks for value and convenience and this is what this offer harps on both from the point of view of doing a recharge and booking a cab. We expect this campaign to bring in substantial interest from the relevant customer segments for us."
Arun Iyer, national creative director, Lowe Lintas, said, “Keeping in sync with the key campaign insight that 'the youth of today are charged with being irresponsible with their money' and the brand’s role in helping the youth shed this tag, the Ola offer and communication was a perfect fit and enabled the brand to strengthen their position in this insight space.”
Creative agency: Lowe Lintas and Partners
National creative director: Arun Iyer
Executive creative director: Amar Singh
Executive creative director: Akash Das
Creative director: Rajat Dawar
Creative: Prathamesh Desai, Devaiah Bopanna, Abhinav Sinha
Creative associate: Abhay Desle
Executive vice president: Abhimanyu Mathur
Associate vice president: Rohit Chatterjee
Senior brand service manager: Stuti Saxena
Brand service manager: Suniva Rawat
Management trainee: Kanksha Arora
Senior vice president: Rishabha Nayyar
Senior brand planning director: Prashant Verma
Agency producer: Nayan Sarmah
Director: Deepti Rao
Producer: Vishal Gala, Imitiaz Khan
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