Dipti Gore
24th March, 2015– FreeCharge, India’s leading online recharge platform recently unveiled its brand new campaign titled ‘FreeCharge Ola Offer’ that premiered across Television, and digital media on10th March during the ICC World Cup 2015. Through their offer in partnership with Ola Cabs, consumers can now avail free Ola cab rides on recharge of Rs 50 or more on prepaid & postpaid numbers.
Keeping in tandem with the previous campaigns by FreeCharge, this exciting 360 hi-decibel integrated media campaign too brings the joy of recharging online by giving consumers a rewarding experience. The TVC’s that premiered during the World Cup have received a great response from consumers across the spectrum, especially the youth, garnering more than 1 million views in just 10 days into the campaign on YouTube. Viewers can catch the ad across 20+ General Entertainment Channels including Star Plus, Colors, Sony MAX, Star Gold, Discovery, Star Sports, etc.*
Speaking on the campaign, 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”
The offer entails that consumers recharge their prepaid or postpaid number for just Rs 50 or more and in return, get an Ola cab ride free anywhere in the country worth Rs 250. This 5x value offer has created a huge buzz in the market and has further strengthened FreeCharge’s brand positioning as one of the most rewarding online recharge platform. The campaign was conceptualized by Arun Iyer of Lowe Lintas and directed by Deepti Rao of Spotlights.
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.”
“Ola has always taken a mobile first approach with over 80% 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.” said Sudarshan Gangrade, Vice President- Marketing at Ola.
Speaking on the campaign, Arun Iyer, Naional Creative Director, Lowe Lintas, said“Keeping n’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”
FreeCharge is a mobile commerce platform where users can pay their mobile, DTH and utility payments across most major operators including Vodafone, Airtel, Loop, Reliance, Idea, DOCOMO, Tata Indicom, S-Tel, Aircel, BSNL and more. FreeCharge is special because users have the power to make the recharge free.
FreeCharge doesn’t just makes the process of recharging convenient, it also makes it rewarding, by way of discount coupons. For every recharge done on FreeCharge, the company gives customers discount coupons from top food joints and popular retailers, equivalent to your recharge amount, delivered to their mobile, inbox or even doorstep. These coupons can be used to save money when customers eat out, watch movies, book travel tickets, shop online, visit a salon, go gaming, pick up books, music, groceries, and live a rewarding life!
Ola, founded in Jan 2011 by IIT Bombay alumni Bhavish Aggarwal and Ankit Bhati is India’s leading mobile application for Intermediary Public Transport (IPT), integrating city transportation for customers and drivers onto a technology platform. This ensures convenient, transparent and quick service fulfillment for both customers and drivers. Ola’s proprietary mobile application for drivers across commercial transport vehicles helps them connect with customers looking for a safe and reliable ride. Customers can access Ola through their mobile application for Android, iOS and Windows. Ola recently acquired TaxiForSure, India’s second largest cab aggregator, which will continue to operate as an independent brand. The Ola app is currently available on the Windows, Android and iOS store. Customers can book from over 1,00,000 vehicles across 85+ cities. Using the Ola app, commuters can also book autos in Bangalore, Delhi, Chennai, Pune, Ahmedabad, Hyderabad and Kaali-Peeli taxis in Mumbai.