Mumbai: Freecharge, one of the leading digital platforms for financial service’s, the hottest new product Pay Later has managed to impress a lot of shoppers due to its seamless nature. The product facilitates customers to make payments through a single click for their small-ticket purchases and online bill payments. In order to showcase how convenient and easy it is to pay through Freecharge Pay Later, it released a quirky digital campaign. The campaign also introduces a new character called Million, by the brand, which adds to the quirk and humor of the campaign; to convey the message of how the product makes one’s life easier with a one-tap cashless and cardless payment, simple and easy to understand. This recently launched offering has received a great response from the customers and is being widely used for a number of utilitarian needs.
Conceptualized by Circus Media, The digital film features a pig called ‘Million’ who engages with the customers by encouraging them to make smart financial decisions. The film opens up with ‘Million’ standing on a payments counter along with another person whom he calls ‘Macho’, both wanting to buy the last pack of Nacho dips. While ‘Macho’ tries to pay with a card, only to realize later that the Card machine is not working and he does not have any cash left, ‘Million’ quickly pays for the dip with the ‘Pay Later’ option. ‘Macho’ then has to go through the hassle of withdrawing cash from an ATM and ‘Million’ is shown enjoying his Nachos with the dip.
On the conceptualization of the film, Siddharth Mehta, MD & CEO, Freecharge said, “We have seen consumers go through cumbersome processes of getting an OTP, entering a pin, or even making a visit to the ATM, unexpectedly, for their small-ticket purchases too. This campaign is an attempt to showcase the convenience that comes with Pay Later while making a payment for your ‘everyday kharchas’ such as booking/paying for a cab, paying to your kirana store, ordering food online, making online bill payments, etc. and thereby address this particular customer pain point”.
Speaking about the choice of character, he further added, “A Pig has always been associated with wise money habits, whether it’s a piggy bank or any saving instrument for that matter. From that perspective, it matched the relatability quotient. Million’s character is smart, he is someone who understands money and finance. He is endearing in the way he behaves and interacts with people thus helping us bring in the required consistency and personalization in the financial services space. Freecharge as a brand has always been associated with slightly quirky, light-hearted, and fun campaigns and we wanted to retain that essence and build further by bringing in the financial services aspect of our offering. This is why a character like this helps us break the clutter”.
