Last week, Hike Messenger announced its largest ever upgrade in Hike 4.0 with enhancements like group chat for upto 500 members, sticker suggestions, short form news, 100 MB file transfer, improved privacy options, photo filters, doodles and more. Claiming to be 5x faster than its predecessor, Hike 4.0 is designed for the ‘next billion’ Indian consumers who are experiencing Internet for the first time. The messaging app has been optimized for low-end phones and poor network conditions too.
Armed with a new slimmer logo that’s a hue lighter than its earlier sky blue, Hike 4.0 has launched a series of videos announcing what’s new. The first ad film introduces a gang called ‘9 pm 90 waale’ and a typical drunken brawl at a bar, but what’s different is how the new Hike stickers shape their conversation.
Conceptualised by Lowe Lintas, the ad starts with four friends at a bar while the narrative begins to introduce them as the ‘9 pm: 90 waale’. By 10 pm, they get into a fight with two of them literally getting into a fist fight. One guy leaves the bar, drunk and angry but minutes later, he regrets his action and wants to communicate his true feelings.
‘Duniya inki blur hai, typing mein slur hai, but because inki feelings ki hum karthe hai khadar, pesh hai stickers like no other’ goes the narrative, while the drunk guy manages to express his feelings with a ‘I love you brother’ sticker on the new Hike.
Other relevant stickers are also displayed at this point – Rulayega kya pagle, Tere bina chadti nahi, Waapas aaja yaar.
More ads will be rolled out for other features too. This video has raked in over 1.1 million views since its upload on August 27.
On the social media buzz, Hike launched a 3-day contest on Facebook as well as Twitter. People needed to share their favourite features from the ten new features introduced for a chance to win tickets to Spain. One needed to share tweets with the hashtag #AllNewHike or post comments at the Hike Facebook page.
— hike (@hikeapp) August 27, 2015
Launched globally in 2012, Hike claims to have crossed 20 billion messages per month. Last August, it had over 10 billion messages. Within 24 hours of the launch of its short news feature, Hike claimed to have over a million daily active users. The latest Hike sounds even more aggressive and ambitious to claim new users.
Recommending stickers to users as they type, providing them with news in 100 characters, ability to have groups of upto 500 people, taking into consideration feature phones and slow internet speeds, along with a bunch of enhancements has Hike all geared up to be the messaging app of choice for the new emerging consumer segment that will experience internet for the first time.
Currently WhatsApp and Facebook Messenger are the top messaging apps in India. Per the Mary Meeker Internet Trends Report, Hike is at the 8th position in the list of Top Android Apps by usage for Q1, 2015.