Get on, get hooked is the new message of Yahoo! Messenger

Yahoo! Messenger caters to the need of today's consumers by providing rich real-time conversations, social gaming, sharing videos and pictures and is also available on the mobile.

The campaign is targeted towards the youth and new internet users. In a study done by Yahoo! amongst new internet users and youth, "Communicating with friends" came up as a key intent with majority of younger respondents showing preference towards seamless real time chatting with friends.

The campaign developed seeks to communicate the captivating new features of the new Yahoo! Messenger such as playing social games, chatting with Facebook friends, ability to share status updates on Facebook, Twitter and Yahoo! from within Yahoo! Messenger.

The campaign has gone live from 7th December 2010 and encompasses TV, Radio, Digital, Cinema and ambient media as part of the media plan. The TVC is launched in four languages - English, Hindi, Tamil and Telugu. It aims to build awareness about the new Yahoo! Messenger's features and induce trials.

The TVC begins with a boy sitting on a park bench and chatting on the Yahoo! Messenger. A beautiful girl tries to catch his attention but he remains absorbed on the Yahoo! Messenger. She looks around frantically for help. She requests a group of women practicing karate to distract him but the boy remains unaffected.

The girl then approaches a music band for help. The band surrounds the park bench, where the boy is seated and starts ripping out a loud note. The boy breaks into a loud laugh, but to everyone's surprise he is laughing at some funny video playing on his Yahoo! Messenger. From here the film cuts into the product window which features Yahoo! Messenger and demonstrates the new offerings ' games, chat, video and pictures sharing capabilities, Yahoo! Messenger on mobile.

The entire TVC has a peppy and pleasant appeal with a musical background.