Japanese internet company, Line Corporation recently announced the launch of 'LINE', its popular global free calling and messaging application in India.
To mark its India launch, LINE launched a brand marketing campaign through a series of TV commercials targeted at the Indian youth.
´LINE´ is a mobile messenger service capable of various types of communication with free call, voice chat and sticker chat.
Available on both Smartphones and PCs across multiple carriers and operating systems including Android, Nokia Asha, Windows phone, BlackBerry, Windows and Mac, a LINE messenger app comes packed with new features and functionality for a truly connected experience.
According to the officials, one of the main reasons why LINE is growing so rapidly compared to other major messenger apps is its stickers function, wherein users can send large-sized character pictures with the tap of a finger, thereby providing a simple, casual and exciting way to express their emotions.
The sticker characters, include LINE´s original characters and a variety of famous characters such as Disney, Hello Kitty and Ironman.
Elaborating on the India launch, Akira Morikawa, CEO, Line Corporation, said, "LINE has grown at a tremendous speed to reach more than 180 million in only 23 months after its launch. Today, it delivers 5 billion calls and messages across the world on its network per day."
"In fact, LINE is amongst a few services globally which has received an enthusiastic response by the young generation in many countries in such a short period."
"After witnessing solid growth in Asia, Europe and US, making inroad into the Indian market was a part of our overall strategy. With its huge youth population, increasing mobile and internet penetration, lowering bandwidth costs, India makes a hotbed for LINE messenger application which will change the way people communicate in the country," he added.
LINE launched its first TV campaign in India on June 30 with two very interesting advertisements highlighting the 'group voice chat' and 'sticker' features. The primary thought behind the ads was to target the Indian youth, by associating the key app features to their day-to-day activities.