Malvika Mahal, New Delhi
The current cash crunch in the wake of Government's demonetisation drive has created significant business opportunities for the mobile wallet brands. Leading mobile wallet brand Freecharge has put the wise snatch by launching an extensive OOH campaign particularly targeted at people in the street who are queuing up for cash withdrawals at the banks and ATMs. The company will be rolling out the campaign to the major markets of Delhi and Bombay. The campaign, which went live this week, will be running for 15 days though it might get extended weighing to the aftermath of demonetisation.
The idea behind the campaign 'Freecharge Kiya toh cash diya' is to serves as a reminder to merchants and consumers who are hamstrung by shortage of lower-denomination currency. And to the scenario, mobile wallet plays a crucial role, merchant doesn't need a swipe machine etc. to get the payment nor has the customer to face the problem of loose cash. This all can be done just through an app.
The campaign was executed by MOMS Outdoor Media Solutions and a variety of formats like billboards, unipoles, FOB, Metro signage, Guide map and Metro pillars at strategical locations were bought to use. The objective behind the campaign was simply to gratify and build awareness in the name of the brand and set a beneficial pursuit for all. With presence across key cities through outdoor the brand wanted to showcase the bigness of Freecharge wallet which people were otherwise not aware of. Outdoor will sure serve as reminder for people to use Freecharge instead of cash.
Commenting on the campaign planning and execution, Jayesh Yagnik, COO, MOMS Outdoor Media Solutions, said, "Mobile wallets are one of the best ways for monetary transactions and there could not have been a better timing than this in the wake of demonetisation by the Government. The objective of the campaign was to build mass awareness and thereby preference for Freecharge wallet."