Japanese messaging app LINE is now being used by 10 million people in India, just three months after it was launched in the country.

The maker of the app is aiming for it to become the top smartphone communications app in India, driven by a number of marketing initiatives, including a partnership with Sony India for the app to be pre-installed on the Xperia Z1 and Xperia C smartphones.

In addition, Sony Music Entertainment is opening official LINE accounts for Bollywood films and music popular in India, and will offer content linked to major Bollywood releases.

LINE has also recruited Bollywood actress Katrina Kaif as brand ambassador and is releasing a range of stickers exclusive to India featuring images of the star. A TV advertising campaign is also planned to coincide with the forthcoming Diwali festival.

With these efforts, Akira Morikawa, LINE CEO, is confident the company can reach 20 million users in India by the end of the year with the market becoming “a vital territory as LINE expands into the global marketplace”.

App analyst firm App Annie recently noted that the growth of messaging apps is down to a regional focus and differentiating features, such as stickers.