Top Story

e4m_logo.png

Home >> Account Movement >> Article

LINE awards creative duties to Contract Advertising

27-March-2014
Font Size   16
LINE awards creative duties to Contract Advertising

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.

Tags LINE Contract Advertisement Social messaging app Hakuhodo Percept Katrina Kaif

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular