Campaign India Team
Oct 15, 2013

Katrina ‘wishes all’ this festive season, with Line free calls

Watch the ad film created by Hakuhodo Percept

Social messaging app Line has appointed Bollywood actress Katrin Kaif as its brand ambassador. The brand has released an ad film featuring Kaif this festive season to reiterate its ‘free calls’ proposition. The TVC created by Hakuhodo Percept went on air on 12 October.

The film features Kaif wishing a host of people over the phone, set to a peppy sound track that says, ‘Wish one, wish all - Line free call’. The list of people she calls from her phone book includes her best friend, neighbour, aunt, school teacher, gym instructor, the director she wants to work with, and more. The film ends with a super that reads, “These festivals, wish all - Line free calls.”

On Kaif’s appointment, Jun Masuda, executive, chief strategy and marketing officer, Line Corporation, said, “Katrina is a youth icon and we wanted a person with that kind of an image. Katrina is perfect for this role.”

Taro Muto, managing director, Hakuhodo Percept, said, "During the festive season, wishing your loved ones is a very important part of the celebrations. Line with its free call service lets people wish one and all. They no longer have to think whom to wish and whom not to."

Sabuj Sengupta, executive creative director, Hakuhodo Percept, said, “The idea was to drive home a simple proposition that you can wish all your loved ones with Line free call, but do it in a way that people remember and register it. So we decided to literally show the phonebook of our country’s biggest actresss in a way that’s never been done before. This festive season, the ad will make the world repeat - Wish one and all, with Line free call.”

Credits
Executive director: Elvis Sequeira
Executive creative director: Sabuj Sengupta
ACD: Niloy Som
Group head: Tripti Kakkar
National planning director: Jayanto Bannerjee
Account director: Amrita Gujral
Senior AE: Heena Bajaj

Source:
Campaign India

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