Campaign India Team
Jun 26, 2014

Hike messenger asks youth to switchover from ‘whatscrap’

Watch the ad film conceptualised by Taproot India

Instant messaging app Hike Messenger has launched a brand campaign themed ‘Hike up your life'. Conceptualised by Taproot India, the film went on air on 18 June across GECs, news, sports and movie channels.
The film opens with the protagonist - a young man - walking up to a group of youngsters and greeting them with a “What’s up guys?” One of the boys from the group addresses him as uncle while the girl greets him with a ‘namasteji’ and he is looked at as if he is an outcast. The film moves to a campfire where the protagonist is gifted with a monkey cap. The next frame has the same boys seated in a car and checking a picture of a beautiful woman. When the protagonist steps in to the car, the picture is replaced with an image of a woman from older times. He nods in approval and the others chime in too. He is then shown seated all alone and in a wistful mood. The lyrics of the song in the backdrop go, “Think of your age and hike up your life.” At a party by the pool, the protagonist walks in confidently to meet his friends. It is then revealed that he has had a makeover and he shows them the ‘Hike’ messenger downloaded on his phone, much to the surprise of his friends. The voice over says, “Switch to Hike. No more ‘whatscrap'.” The film ends with the protagonist gaining the approval of his peers and being welcomed into the group.
Kavin Bharti Mittal, head - product and strategy, Hike Messenger, said, “Our focus so far had been on building the right product. We’ve spent a lot of time building Hike, as an app that bridges the existing gaps in the instant messaging space. Our organically grown 20 million user base is testimony to the right direction in which Hike is growing. We are now ready to amplify our reach to more users through our full-fledged brand and marketing campaign. ‘Hike Up Your Life’ is a call to the youth of India, to experience a messaging app that is made with their needs in mind.”
Sameer Aasht, head - strategy and business, Taproot India, said, “Indian youth are upgrading in all walks of life. Be it education, lifestyles, attitudes, smart phones or even the modes of social expression. They no longer want to adhere to the old, boring and mundane ways of living and are keen to carve a new world for themselves. The ads are an appeal to celebrate the new upgrades in life. In a way the ads are bringing to life their inner intent of up gradation.”
Client: Hike Messenger
Creative agency: Taproot India
Chief  executive officer: Umesh Shrikhande
Creative team: Mayuresh Dubhashi, Nivedita Agashe, Apoorva Jain
Strategy and brand: Sameer Aasht, Dipika Saggi, Royton Varkey
Account management: Gayathari Bhaskaran, Shifra Baviskar
Media agency: Motivator, GroupM
Production house: Red Ice films
Director (film): Shimit Amin
Producer: Vandana Singh, Gary Grewal
Music: Sameeruddin
Campaign India

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