Campaign: Got a gang? Get on Hike
Brand: Hike Messenger
Company: Bharti SoftBank
Agency: Lowe Lintas
The ad opens on a group of men meeting over drinks at a bar, but as the night progresses and the drinks keep coming in, a drunken brawl between them ensues. Later, they make up over group chat on Hike Messenger by sending each other stickers explaining their feelings.
From Yahoo! Messenger and GTalk to WhatsApp, Line and Hike, the world of instant messaging has gone through a number of changes over the years. Staying in touch 24×7 has become a norm thanks to these instant messaging apps. However, competing with the popularity of WhatsApp and Facebook Messenger is no easy task for the dozen or so apps in this space. Add to that, every player is targeting youngsters in their communication. This is where Hike Messenger steps in, a chat app developed by Bharti SoftBank, a joint venture between Bharti Enterprises and SoftBank Corp, which has released its latest brand campaign ‘Got a Gang? Get on Hike’ to connect with its consumers. The campaign rollout comes on the back of the launch of the product update, Hike 4.0, which is supposed to be five times faster and loaded with over 10 new features.
Says Kavin Bharti Mittal, founder and CEO, Hike Messenger, “Our goal with this campaign is to highlight those quirky groups that you cherish so much in your life and how friendship would be so different, better and more expressive in so many ways in the world of Hike. This campaign brings out the all the great things about the latest version of Hike, which is a big step up from where we’ve been.”
Through the campaign the brand wants to tell customers to create chat groups and use its new features like stickers, free calling, group chats with over 500 people, multi-type file transfer up to 100 MB, enhanced privacy options, photo filters, doodles, etc. The brand will release a number of films, each focusing on its various features.
Conceptualised by Lowe Lintas, the films aim to convey that it 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,” says GV Krishnan, president, Lowe Lintas.
The first TVC of the 18-week long campaign that will run across TV, print, digital, radio and outdoor, has been able to establish the mood. The storyline is funny and with the ‘chilled’ voice-over, the TVC is relatable to the audience it wants to target that comprises Indians under the age of 25. What is interesting is the fact that as mobile penetration is only going to grow in the country, the instant messaging apps are here to stay. But with each one targeting the youth, has Hike’s attempt been any different? We will give them brownie points for quirky execution. However, how many will download and get on the app or shift platforms only after viewing the ad is something we will have wait and watch after other TVCs roll out in due course.