MUMBAI: Hike Messenger, India’s homegrown messaging platform, has announced the launch of its new marketing campaign “No Formality.”

According to a Hike spokesperson, “No Formality is a way of life that emphasises that you should simply be yourself without any formalities or pretence - a way of celebrating traditions without formality.” He further added,“It is about accepting that we all need to treat each other as equals in a fun and easy manner. And ‘No Formality’ is an expression of that spirit. ‘No Formality’ cuts across culture, language, and geographies and is a reflection of our society."

The campaign kicked off with one and there would three three films. The campaign will run till December on digital, social and traditional media. It will be available in five languages - Hindi, Telugu, Kannada, Malayalam and Tamil across 16 states.

In the countdown to Diwali, the campaign highlights scenarios related to the festival. For instance, the homecoming film is based on the fact that Diwali is usually celebrated with family.

Even if someone does not want to go back but wants to spend it with his or her friends, tradition demands you have to go back home. The campaign of Hike, investors of which include Tencent, Foxconn, Tiger Global, Softbank and Bharti, will be amplified across social channels using #NoFormality.

The homecoming film shows a young boy travelling back home for Diwali and there is an entire build-up of emotion as it shows him on the journey back home. But, there is a complete anti-climax when he reaches home: The Homecoming.