Hike launches its first digital brand campaign in India

hike, a free cross-platform messaging app from BSB, today rolled out its first ever digital marketing initiative for India. Tag lined ‘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.'

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

Commenting on the campaign, 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 its 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”.

Created by the ad agency Taproot, the creative compliments 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.
Santosh Padhi - Chief creative Officer and Co-founder, Taproot India, says "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."

Credits

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
Client: Hike, a BSB venture