Top Story


Home >> Advertising >> Article

'Lo do khatam karo' cuts across e-wallet clutter; gives Freecharge an edge over peers

Font Size   16
'Lo do khatam karo' cuts across e-wallet clutter; gives Freecharge an edge over peers

Digital payments platform Freecharge unveiled its latest brand campaign through  a series of TV commercials to edify users of its latest attributes viz. Request Money, Send Money, Split Money, Data Lifeline & Speed Pay. This coincided with Freecharge’s association with IPL as on-ground partners for a period of two years.

In an effort study the effectiveness of its marketing campaign and IPL association, Freecharge partnered with Markelytics Solutions.

The study found that Top of Mind (TOM) recall for Freecharge significantly increased from 15% in pre-phase to 28% in the post launch phase. At the same time, there was a significant dip of 11% points in TOM for its closest competitor. Further, future consideration for Freecharge also increased from 51% in the pre-phase to 65% in post launch phase.

The study to understand brand recall & usage before & after this campaign was launched pan-India among the age group of 18-30 covering both male & female of SEC A & B. With a base of 5,847 respondents, the study represented the voice of the nation and was covered across the major cities of all the regions.

The ad campaign has been a definite success for Freecharge with clear increase in performance across all the key metrics including awareness & recall. In addition to this, consumers in this information centric world, where time is premium, are keen to find a fast & easy to use method to manage bill payments. The Freecharge campaign was a good example of how the simplicity of ‘Lo Do Khatam Karo’ appealed to consumers because of its promise of simplicity.

 “For an ad to be considered successful it needs to have a tangible impact, either on awareness or on actual sales. This campaign has done both and more importantly the gains in market and mind share are entirely from competitor brands”, said Rohan Monteiro, Research Director at Markelytics. “Freecharge still needs to be watchful in few regions but overall, this was clearly a successful ad campaign by Freecharge,” he asserted.

Tags FreeCharge Markelytics Solutions

Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

One of the latest entrants to the IPL club, Kent RO Systems recently announced its sponsorship deal with Kings XI Punjab

The shortlists in the Media, Publisher, Creative and Branded Content categories are now up on the website

According to BARC India data, English news genre grew by 2.76 per cent whereas Hindi news genre saw a 30 per cent growth during North East Assembly elections results on March 3