Social messaging app, LINE, has awarded its creative mandate to Contract Advertising. Sources close to exchange4media have confirmed the news, however, no official confirmation was received at the time of filing the report. The multi-agency pitch took place in Delhi a few months ago.
The brand released an ad film featuring Katrina Kaif during the festive season to reiterate its ‘free calls’ proposition. The TVC was created by Hakuhodo Percept in October 2013.
LINE was released as a free call and messaging app in June 2011, and since its release, has reached over260 million users in 230 countries. LINE lets customers communicate through more than just simple text messages, offering a wide variety of stickers that can express a range of emotions in just 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, and after a TV-based advertising campaign centered on stickers, grew by 5 million users in three weeks. A TV ad campaign advertising free calls, India-exclusive stickers, and partnerships with Bolly films such as ‘Phata Poster Nikla Hero’ and ‘Besharam’ (Official Accounts, free stickers) are some of the activities LINE has undertaken to strengthen its ties to India.