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Hike launches its first digital brand campaign to ‘keep close friends close’

It is one of the first in the instant messaging industry from India to have gone pure digital in terms of marketing. The campaign comprises 4 ad films created by Taproot

BestMediaInfo Bureau | Delhi | August 29, 2013

Click on the image to watch the TVCs.

Hike, a free cross-platform messaging app from BSB, yesterday rolled out its first ever digital marketing initiative for India. Taglined ‘Keep Close Friend Close’, this comprehensive digital campaign is aimed at showcasing Hike’s unique product features that will enable today’s technology savvy youth to 'Keep Close Friends Close.'

Created by Taproot India, the creative complements the brand's youthful appeal and is all set to tap the youth audience by showcasing the India-centric app features, via ads with an India appeal.

The new ads showcase the dynamics of an individual’s close friend versus friends, and how Hike helps him or her stay connected with close friends. Through the month-long activation, the campaign aims at driving awareness and encourages Indian youth to download Hike to stay connected to their close friends.

Commenting on the campaign, Kavin Bharti Mittal, Head of Product & 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 four months of its launch. As the next phase of 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.”

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, we are very positive that the youthful brand positioning 'Keep Close Friends Close' and the quirky communication will make sure the Hike Messenger becomes the youth’s close friend soon.”

Hike is a free cross-platform messaging application funded by Bharti Soft Bank (BSB). Launched globally on 12/12/12, in just four months the app crossed 5 million hike users and is now handling almost a billion messages a month. Hike enables seamless integration between instant messaging and SMS. In countries where smartphone penetration is still in its infancy, hike ensures that its users are able to communicate with all their friends, even with those on feature phones and without data connectivity.

With Stickers and Walkie-Talkie, it adds a lot more character and fun to messaging especially amongst the youth. Hike is made with love in India, for the world.


Client: Hike, a BSB venture

Creative Agency: Taproot India

Creative team: Santosh Padhi, Nivedita Agashe, Apoorva Jain

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

Production House: Jamic Films Director: Abijeet Sudhakar


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