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LINE scouts for a creative partner

10-December-2013
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LINE scouts for a creative partner

LINE, a Japanese free call and messaging app, is in talks with creative agencies. Highly placed sources have confirmed the news to exchange4media; however, no official confirmation was received at the time of filing the report.

In an effort to strengthen its presence in India, LINE also appointed Bollywood actor Katrina Kaif as its brand ambassador. Hakuhodo Percept created a TVC featuring Katrina Kaif that showcased Katrina talking to a host of people over the phone with a catchy soundtrack which says ‘Wish one, wish all – Line free call’.

Recently, the brand released an ad that showed Katrina Kaif trying to spark a playful conversation with a French man using LINE messaging application. The ad campaign captures the quintessence of displaying emotions, defying the barriers of language and hitting off a romantic encounter using a series of stickers on LINE.

LINE was released as a free call and messaging app in June 2011. It lets customers communicate through more than just simple text messages, offering a wide variety of stickers that can express a range of emotions by one finger tap. Popular with young people the world over, LINE has achieved large user numbers in Japan, Thailand and Taiwan, with unprecedented growth being seen in Spain and South America as well.

LINE was officially launched in India in July 2013. A TV ad campaign advertising free calls, India-exclusive stickers, and partnerships with Indian movies such as ‘Phata Poster Nikla Hero’ and ‘Besharam’ (official accounts, free stickers) are few ways through which LINE has made its presence felt in India.

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