Conceptualised by Lowe Lintas, Hike’s biggest ever brand campaign aims to showcase the ‘World of Hike’ by bringing alive groups of friends
BestMediaInfo Bureau | Mumbai | August 31, 2015
Hike Messenger has rolled out its biggest ever brand campaign that is expected to reach 200 million consumers. The brand campaign rollout comes on the back of the launch of its biggest ever product update, Hike 4.0, which is said to be five times faster and loaded with over 10 new features.
The campaign, with the tagline ‘Got a Gang? Get on Hike’, aims to showcase the ‘World of Hike’ by bringing alive groups of friends and asks consumers to create their own gang on Hike and experience the fun and spice that the product features can bring to their social conversations.
The 18-week long campaign that is currently running across TV, print, digital, radio and outdoor, showcases new features like Sticker Suggestions, Free Calling, Group Chats with over 500 people, Multi-Type File Transfer up to 100 MB, Enhanced Privacy options, Photo Filters & Doodles and much more. Each product feature and its benefit is brought alive by a different group of friends shown in different situations, with a storyline that makes the campaign fun to watch.
Speaking about the campaign, Kavin Bharti Mittal, Founder and CEO, Hike Messenger, said, “Our goal with this campaign is to highlight those quirky groups that you cherish so much in your life and how that world would be so different, better and more expressive in so many ways in the world of Hike. This campaign truly brings out all the great things about the latest version of Hike – Hike 4.0 – which is a big step up from where we’ve been. We can’t wait for India to see it.”
“The all-new Hike, with its unique features, is an intelligent messenger in the world of instant messengers. Our campaign aims to bring alive the fun that these wonderful features can bring to social interactions and conversations. ‘Got a gang? Get on Hike.’ is an inescapable invite from the world of Hike to join in and have fun,” commented GV Krishnan, President, Lowe Lintas.
To engage with consumers in India and make messaging more relevant, Hike also announced that along with the campaign, it will be releasing special sticker packs for all major festivals in India, starting with Rakhi, which was on August 29, 2015. Consumers could access Rakhi sticker packs on the Hike app, which was available for Android users on the Google Play store and Apple users on the iOS App store.
Client: Hike Messenger
Creative agency: Lowe Lintas
Chief Creative Officer: Arun Iyer
Executive Creative Director: Rajesh Ramaswamy
Creative Team: Sivaramakrishnan Parameswaran, Arjun Kumar Bala Murugan, Chiraag George
Account Management Team: GV Krishnan, Anand Narayan, Brijesh Chandrasinh Jadeja, Leena Pirgal
Production House: Curious Films
Director: Vivek Kakkad
Producer: Shahzad Bhagwagar