Case-video : Recharge Nahi Freecharge

How do you drive the youth to Freecharge, an online recharge aggregator, when their existing offline option is working just fine? You offer them something more than ease and convenience. You offer them deals (discount coupons of the same value)! But how to you do it in a way that builds loyalty for the brand and not the deal? You use deals to give them a larger benefit of freeing themselves of parental charges of reckless spending (FREE CHARGE)!