#ReverseTheCharge: Freecharge Aims to Leverage Urban Youth to Bring In Older Users


Digital payments and mobile recharge giant, Freecharge is running an interesting campaign aimed at bringing in new older users through its huge young urban userbase. The campaign, cleverly named #reversethecharge aims to simulate a role reversal among teenage users and their parents.


Freecharge has been on a roll lately, with their recent announcement on reaching over $10 Million users of their wallet service. Their online mobile recharge service is hugely popular with young urban youth, who primarily use the service for the discounts and cashback available through the many Freecharge coupons easily accessible online. The Snapdeal subsidiary wants to now leverage its young fan base to rope in their parents.

In a unique role reversal, the campaign aims at making its young userbase refer their parents to Freecharge for ease of paying their bills and saving money. You don’t have to be an advertising expert or a marketing guru to notice the brilliance of the marketing campaign. Let’s explore some of the aspects of the campaign that makes it unique.

Viralty Factor

Even if we don’t talk about the several other advantages it could hold, the viralty factor is something about the campaign that cannot be ignored. The fact that the campaign is unique and is being released in several regional languages is enough to measure its potential.

Customer Acquisition

A term quite heavily misused in the current startup scene in India, Customer Acquisition might actually be achieved through the campaign. The idea of letting loyal users to market the product among family is probably the first thing in evangelism marketing 101. But getting there isn’t as easy as it may sound, but there’s every reason to believe that the Freecharge campaign has the potential to do precisely that.

Value for Users

Freecharge has been aggressively adding other services to its digital payment services including Gas, electricity and other utility payments. What this means is that Freecharge will have substantial value for the new users, which in this case are parents. The campaign will not stop at customer acquisition, but retention and loyalty, And it might work out well for them, because there is nothing stronger for marketing than word of mouth, especially when it comes from family.