Freecharge, a digital financial services platform, has rolled out a campaign titled '#TakeCharge' to highlight the importance of financial independence.
Conceptualised by the brand’s in-house team, the films showcase a distressed protagonist who is flustered when it comes to managing his finances.
The series of films feature the protagonist declining to go on trips with his friends, not being able to make his payments on time, and facing hardships with regard to loan requests. The films depict the worried protagonist trying to figure out where to invest, how to get access to credit and be able to manage bills and payments. All the films end by highlighting the features of the Freecharge app, through which the protagonist can finally #TakeCharge of his finances.
Siddharth Mehta, CEO, Freecharge, said, “Freecharge with its continuously expanding portfolio in digital financial services aims to instil confidence in users when it comes to managing finances. A facilitator, equipping them with financial tools that work for them, helps them prepare goal-saving plans or handle exigencies, get easy access to credit, or make timely payment of dues. We hope this digital campaign hits the right chord with our consumers and pushes them to actually ‘take charge’ towards making rational financial decisions.”
Shweta Singhal, CMO and head of Growth, Freecharge, said, “Our new logo revealed with this campaign is in sync with the brand positioning – Freecharge helps you take charge of your finances, so you can live the way you want to. The campaign establishes Freecharge as a challenger of the status quo. Each of the films is designed to bring out the different features built within the Freecharge platform; be it goal-based investing, the tool to assess your financial fitness, the easy access to credit to manage both small expenses and big-ticket items, or the safe and fast payments.”