Campaigns

Freecharge goes to town with mobile wallet in times of cash crunch

MOMS Outdoor Media Solutions has planned and executed the campaign, covering key markets Delhi NCR and Mumbai

Published

December 22, 2016

The widespread cash crunch in the wake of Government’s demonetisation drive has created significant business opportunities for mobile wallet brands. Leading mobile wallet brand Freecharge has seized upon the opportunity 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 campaign also serves as a reminder to merchants and consumers who are hamstrung by shortage of lower-denomination currency.

MOMS Outdoor Media Solutions has planned and executed the campaign, covering key markets Delhi NCR and Mumbai. The campaign, deployed on some 216 sites, amplifies the brand’s tagline “Freecharge kiya toh cash diya” to build an awareness of Freecharge e-wallet.

MOMS Outdoor Media Solutions has used a variety of formats like billboards, unipoles, FOB, Metro signage, Guide map and Metro pillars at strategical locations in the two cities for the campaign Delhi and Mumbai.

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.”

“We decided to create mass reach with considerable impact in both Mumbai and Delhi. We designed the entire campaign to reach out to people standing in long queues at different banks and ATMs and to reinforce the thought of the campaign which is Freecharge = (the new) Cash i.e. ‘Freecharge kiya toh cash diya’ from the fact that there is difficulty in daily transactions faced by the merchants as well as consumers. All key commercial/ shopping hubs, residential hubs, malls and key arterial roads have been covered. We planned massive reach through frequency media such as bus shelters and tactical hoardings across both the cities.”