Hike App: Keep close friends close

Hike, afreecross-platform messaging app from BhartiSoftBank (BSB), rolled out its digital marketing initiative for India. Taglined 'keep close friend close', this digitalcampaignis aimed at showcasing Hike's product features that will enable today's technology -savvy youth to stay connected to their close friends.

[caption id="attachment_1068889" align="alignleft" width="380"] Screengrab of Pyjama Party ad[/caption]

Conceptualised by Taproot India, the four ad films showcase the dynamics of an individual with a close friend versus other friends, and how Hike helps you stay connected with them. Through the month long activation, the campaign encourages the Indian youth to download Hike to stay connected.

[caption id="attachment_1068893" align="alignleft" width="380"] Screengrab of Ex-Girlfriend ad[/caption]

Kavin Bharti Mittal, Head of Product and Strategy, BSB,said,"We've built an exciting product in Hike. Not only was the feedback from our users overwhelming but we also become one of the fastest growing messaging apps in the world; all in just 4 months of the launch. As the next phase to our launch, we believe it's imperative for us to communicate with a wider market. Today with the Indian youth being online more than ever before - a pure digital strategy made sense to create a connect with our users".

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Santosh Padhi - Chief Creative Officer and Co-founder, Taproot India,said,"Though we are not one of the first ones in India to bring this service, but we are very positive that, with the youthful brand positioning 'Keep Close Friends Close' and the quirky communication will make sure Hike Messenger becomes the youths close friend soon."

Watch Library commercial here.

Watch Bike commercial here.

Watch Ex-girlfriend commercial here.

Credits

CreativeAgency:Taproot India

Creativeteam:Santosh Padhi, Nivedita Agashe, Apoorva Jain

Strategy & Brand:Sameer Aasht, Rahul Megharaj, Priyank Misra, Maithili Naik, Royton Varkey

Productionhouse:Jamic Films

Director:Abijeet Sudhakar

Client:Hike, a BSB venture