Campaign India Team
Sep 12, 2013

Line targets youth with funny short stories, starring long conversations

Watch the ad film created by Hakuhodo Percept

Social messaging app provider - Line has launched a campaign to promote its feature of free phone calls. The campaign comprises two TVCs that have been created by Hakuhodo Percept and went on air on 5 September.

The film use humour to connect with the youth who are the target audience for the brand.

A film titled ‘Proposal’ is set in a restaurant where a young couple is dining. After having their drinks, the young man with great hesitation asks, “Will you..” Anticipating that he is going to propose to her, she interrupts him gleefully, asks him to hold on and heads into a corner to call up her friend (Tina). She tells her friend that he is proposing and asks her opinion on what to do. They continue chatting with the leading lady contemplating her options. Time flies - from evening to night to dawn and then morning while the young man waits for her. Finally, when she has made up her mind, she returns to the table and asks him what he was saying. Exhausted with the wait, he reveals that he wanted her to pay the bill, as he had forgotten his wallet. Surprised and relieved, she asks Tina if she would like to join them for breakfast. The film ends with the voice over signing off, “Free call app - Line.”

Sabuj Sengupta, executive creative director, Hakuhodo Percept, said, “Line free call is one of the most useful services an app can offer. Our biggest challenge was to make sure the message of free calls comes across clearly.”

On the objective of the campaign, he said, “The objective was to establish Line as the most ideal app for long conversations amongst youth.”

A second film titled ‘Shopping’ is about a girl who has her leg in a cast but does not want to miss a ‘sale’ at her favourite store. She pleads with and persuades a young man to shop for her. He agrees but underlines that he’s doing so only because of her fractured leg. The minute the store opens, he heads in and follows her instructions on the phone. She asks him to pick a yellow dress, check if a black dress would fit her, find sunglasses, shoes  and handbags. She instructs him all along the shopping expedition, at the end of which he is exasperated. When she asks him if he has left, he replies that he is passing by a sale. She starts her pleading again, much to his dismay.



The launch campaign for Line went on air in July, highlighting its features of group chat and sticker.

Watch the launch films here:


Executive director: Elvis Sequeira

Executive creative director: Sabuj Sengupta

ACD: Niloy Som

Group head: Tripti Kakkar

Account director: Amrita Gujral

Senior AE: Heena Bajaj

Campaign India

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