MAM
Taproot’s ‘hike’ to keep close friends closer
Mumbai: In today’s inundated instant messaging market, it is important for companies to plan a strategy that allows them to connect with a wider audience in a targeted fashion. With this in mind, hike, a free cross-platform messaging app funded by Bharti SoftBank (BSB), has rolled out the second leg of its digital marketing initiative for India.
The company carried out a research and found that the advent of technology and easy access has ensured that the country of a youth populace is connected round the clock. Today, the youth is accessing internet more than ever before using a slew of devices – be it the mobile, PC or a tablet.
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The campaign is created by Taproot and consists of four ad films.
Tag lined ‘Keep Close Friend Close’, the comprehensive digital campaign is aimed at showcasing hike’s unique product features that will enable today’s technology savvy youth to enjoy a better connect with their peers.‘
The new ads showcase the dynamics of an individual with their close friend versus friends, and how hike helps them stay connected with their close friends. Taproot India chief creative officer and co-founder Santosh Padhi, says “Though we are not one of the first ones in India to bring this service, but we are very positive that, with the youthful brand positioning ‘Keep Close Friends Close’ and the quirky communication will make sure hike messenger becomes the top instant messenger amongst the youth.”
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On the campaign, BSB head of product and strategy Kavin Bharti Mittal says, “Going the digital way was a well thought out move, as we believe the youth are online throughout the day, making it an ideal place for us to start. This is a far cry from the days, when people would use a single device to log in only when they needed to send an email or look for some information online. Keeping in mind the trend, digital becomes the best platform of communicating with them youth. Moreover, to create a niche for itself in the cluttered and the competitive instant messaging market, digital will be one of the most sought-after trends.”
He adds, “The youth today is very smart and liberal – our ads are made keeping that in mind. From a messaging perspective, our strategy is very distinct from what anyone in the competitive landscape has done.”
Brands
Sting launches ‘Sound of Six’ cricket campaign
Pepsico energy drink ties signature sonic to every boundary hit with Yuvraj Singh and Ravi Shastri.
MUMBAI: Sting just turned every six into its own personal anthem because nothing says “energy” like a boundary that hits different notes. Pepsico India’s Sting energy drink has rolled out the latest chapter of its sonic branding with “Sound of Six”, a nationwide campaign syncing the brand’s signature “Sting” sound to the varying power of cricket sixes this season. The push positions Sting as the audio heartbeat of high-octane moments on the pitch, using its sonic identity to “qualify” shots from gentle lofted clears to monster maximums.
The launch film, featuring cricket legends Yuvraj Singh and Ravi Shastri, unfolds on a sunlit ground with playful banter that builds into a sequence of escalating hits. As Singh smashes the ball, he quips that the length and force of the shot should dial up the intensity of the Sting sound. Shastri’s commentary ramps up accordingly, riffing on the brand name with escalating flair to match each strike’s energy turning a simple boundary into an audible spectacle.
Pepsico India category head for energy portfolio Diksha Bajaj said, “Cricket is a major passion point in this country. Our campaign is rooted in the insight that no two sixes are the same. We set out to use the Sting sonic identity as a qualifier that redefines every hit.”
Yuvraj Singh added, “This campaign turns the feeling of hitting a six into something fans can hear. It is bold and matches the intensity of the game.”
Ravi Shastri chimed in, “Commentating on a six is an exhilarating part of the game. This campaign adds a new dimension by introducing a distinct sonic. The idea of owning the sound of every six is relatable for fans.”
Leo Burnett South Asia chief creative officer Vikram Pandey noted that pairing Singh’s power-hitting with Shastri’s iconic voice lets the brand relive cricket’s electric moments through a fresh, auditory lens.
The campaign will air across television, digital platforms, and social media, timed to catch the fever of the ongoing cricket season. For fans who live for the roar of the crowd and the crack of the bat, Sting’s betting that the next big six won’t just be seen, it’ll be heard loud and clear.
