MUMBAI: FreeCharge has launched its new digital campaign ‘Sirf App Nahin, Appreciation’. The campaign, conceptualised by Lowe Lintas, has been crafted to celebrate even the little efforts that we make every day to address our basic necessities, which otherwise go unnoticed.

The campaign aims to reverberate the sense of gratification of the enthusiastic early jobbers who more often look at appreciation from seniors as a drive to perform better. Through its campaign, FreeCharge depicts how appreciation in the form of cashbacks, super offers and deals, for even a mundane task like paying bills, can be fulfilling. FreeCharge aims at keeping up the enthusiasm, optimism and the ‘feeling of conquering the job world’ of the early jobbers and not letting the drudgery of professional life hamper the passion of following their dreams.

Commenting on the launch of the digital campaign, Freecharge CEO Sangram Singh said, “We are continuously focusing on innovative storytelling to build deeper connect with our consumers. The campaign has been weaved around an insight from the real-life situations of young professionals, who are constantly looking at validation both personally and professionally. Freecharge as a facilitator of easy and seamless payments appreciates the effort a customer makes, recognising that everyone deserves to feel the work they are doing however mundane it may seem, is contributing to something worthwhile.”

Lowe Lintas regional creative officer Amar Singh said, “The idea was to talk to people who’ve spent enough time at work to realise that the appreciation they were expecting as a natural response to their efforts, is a rare bird to spot. Conceived by Rajat Dawar and Abhishek Dey, the creative device of Omkar playing a melancholic melody to depict the protagonist’s dispirited state of mind, gives way to joy when FreeCharge arrives with rewards for even the small stuff. And in so doing, builds an association for the brand with the much-valued feeling of being appreciated.”