'Recharge nahin...Freecharge', Lowe tells viewers in new campaign

[caption id=“attachment_96980” align=“alignleft” width=“380”] A still from the film[/caption]

Lowe Lintas has won the mandate of youth online recharge brand Freecharge. The brand offers convenient online recharging in addition to discount coupons for various brands equivalent to the amount of money spent on the recharge. The account was won post a multi-agency pitch. Lowe’s campaign, ‘Recharge nahin…Freecharge’, shows how the youth now does not have to be at the receiving end of parents’ constant badgering about curtailing their expenses.

Sharing his views on appointing Lowe Lintas as the creative agency, Alok Goel, CEO,Freechargesaid, “Freecharge is a youth brand and hence we wanted to figure out a campaign idea that will connect with today’s youth at deep emotional levels. Lowe team came up with phenomenal insight. The insight was that today’s youngsters are smart problem solvers and they will figure their way out in life despite what life throws at them. The insight was so original and emotional that we felt Lowe team will be great partners for this campaign.”

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The TVC is a montage of many youngsters in different places - coffee shops, foodcourts in malls, cinema halls, pastry shops, etc - telling the viewers about the different ways their parents nag them to save money and curb their irresponsible expenses.

Watch the TVC here:

Speaking on the launch of the campaign, Kunal Shah, co-founder ofFreechargesaid,“We want to completely change what people expect from the simple act of recharging a mobile phone. It is no longer just a payment, but a rewarding experience which delivers joys to our customers. We felt that Lowe Lintas’ campaign idea captured this in a surprising and insightful way. We are confident the youth of today will connect with the brand and engage with it for a long time to come.”

Speaking about the campaign, Arun Iyer, national creative director, Lowe Lintas said, “We felt that our campaign needed to do more than land the product and its benefits. We needed to connect with our rechargers at a real level. We hit upon an insight that the youth of today are ‘charged’ with being irresponsible with their money. This simple app is their ally and just one re-‘charge’ fittingly answers all these charges.”