By Malay Desai
By: Lowe Lintas
Online recharge platform Freecharge’s first commercialis a dig at nagging parents. It featuresurban men and women impersonating their parentsby listing their taunts about various expenses.These include taunts on coffees, outings, clothes and general jibes about spending money. The film winds up in a large classroom wherefour of the children meet many parents and explain how they save on many expenses using Freecharge. The graphics then briefly explain how the appworks, followed by the tagline, “Aaj se recharge nahin, Freecharge.”
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Some TV commercials etch into memory thanks to inimitable punchlines, unique situations or a strong feeling of relevance with the audience. Thanks to overthinking agencies, underpaying clients and a celeb-obsessed mindset overall, we don't see much of them, and forget the ones we see. Freecharge’s TV debut has checked all the boxes.
A four-year-old effort by a serial entrepreneur and the head of a tech conglomerate, Freecharge has been enticing college kids by paying them ‘coupons’ i.e. discount vouchers for the amount they pay their bills with through the platform. Its business modelmakes users believe their mobile recharges are ‘free’ and it connects marketers directly to them. Recently, it raised about 200 crore from investors and have begun spending them well.
It’s a ‘kids versus parents’ approach here, and the brand has firmly backed theformer, becoming an ally in the battle between generations. Nearly every line mouthed by the characters (all everyday faces, thumbs up) is what has been said and is being said in middle-class urban homes. They’re all simple lines, perhaps picked from a long list after a fun brainstorm, but they all feel like punchlines. ‘Linking road pe dukaan khol lena’, ’90 rupay ki kaunsi coffee hoti hai?’ are things we’ve heard (applicable if you’re under 30)while ‘Tere papa ka naam Bambani hai, Ambani nahin’ and ‘Baap sessions court mein kamaata hai aur beta food court mein udaata hai!’ are unique, hilarious thoughts.I didn’t mind watching the film over and over again, and if you’re a potential user (mobile users with internet access –that’s a massive TG), you will enjoy it too, and turn into a customer.
The ‘charges against us’ wordplay is also a winner, and ‘hum ek kharche se saare charges se free ho jate hai’ is the champion. With the ‘how-this-works’toward the end, all the hilarity ties into a meaningful message.
I’ve been an occasionalFreecharge user and will stay so after this ad,ignoring the fact that its logo looks like an electrocuted Facebook logo.
To watch the film type in ‘bit.ly/FreechargeTVC’to your browser
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