Freecharge has launched a new marketing campaign targeting Mumbai Metro travelers. The company will be rolling out the campaign to metros in other cities too.
The campaign, which went live this week, will be running for 4 weeks though it might get extended, informed Ashish Virmani, Marketing Head at Freecharge.
“We have taken over 6 out of the 9 trains plying the metro route and all 12 metro stations. In all, we have 60-70 per cent of the entire inventory available on the metro,” he added.
The inventory taken by Freecharge includes internal branding wrap, audio jingles, digital panels and station panels (One on each side of the platform).
Explaining the rationale behind the campaign, Virmani said that metro travelers were mostly SSC A, which fit Freecharge’s TG. Also, he pointed out, the metro is a great way to get a captive audience.
The feature allows Mumbai Metro users who have a Metro smart card to recharge on the go and has been rolled out on web as well as on the Android and iOS app. To avail of the service, travelers will need to enter their details, including the smart card number, before being directed to a payment gateway. “We wanted to reduce the time being taken by travelers when they use platform counters for recharge, explained Virmani.
The campaign will also be supported digitally via social media activities like a “Tweet a selfie” contest which is expected to be launched soon. Virmani also informed us that Freecharge will be carrying out an engagement session with influencers asking them write on how easy it is to travel the route via Metro rather than using any other mode.