Taproot’s ‘hike’ to keep close friends closer

Mumbai: In today’s inundated instant messaging market, it is important for companies to plan a strategy that allows them to connect with a wider audience in a targeted fashion.  With this in mind, hike, a free cross-platform messaging app funded by Bharti SoftBank (BSB), has rolled out the second leg of its digital marketing initiative for India.

The company carried out a research and found that the advent of technology and easy access has ensured that the country of a youth populace is connected round the clock. Today, the youth is accessing internet more than ever before using a slew of devices – be it the mobile, PC or a tablet.

The campaign is created by Taproot and consists of four ad films.

Tag lined ‘Keep Close Friend Close’, the comprehensive digital campaign is aimed at showcasing hike’s unique product features that will enable today’s technology savvy youth to enjoy a better connect with their peers.‘

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. Taproot India chief creative officer and co-founder Santosh Padhi, 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 top instant messenger amongst the youth."

On the campaign, BSB head of product and strategy Kavin Bharti Mittal says, “Going the digital way was a well thought out move, as we believe the youth are online throughout the day, making it an ideal place for us to start. This is a far cry from the days, when people would use a single device to log in only when they needed to send an email or look for some information online. Keeping in mind the trend, digital becomes the best platform of communicating with them youth. Moreover, to create a niche for itself in the cluttered and the competitive instant messaging market, digital will be one of the most sought-after trends.”

He adds, “The youth today is very smart and liberal - our ads are made keeping that in mind. From a messaging perspective, our strategy is very distinct from what anyone in the competitive landscape has done.”

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