MxMIndia

Tag: Truecaller

  • Campaigns executed on the Truecaller Ads have yielded impressive outcomes, notes the company

    Truecaller bolsters advertising offering

    By Our Staff

     

    Truecaller Ads, the in-app publisher in India, has broadened its offerings around advertising over the past year. Campaigns executed on the Truecaller Ads have yielded impressive outcomes, notes a communique.

     

    Speaking about the evolution of Truecaller’s Ad Solutions, Sagar Manikpure, Vice President of Global Ads Business at Truecaller said: “In the ever-changing marketing landscape, the challenges faced by marketers are more complex than ever. From engaging the right audience to optimising campaigns for maximum impact, the demands are relentless. Our customised ad solutions are engineered to meet these challenges head-on, providing marketers with the solutions and insights they need to negotiate this ever-evolving landscape. With our strategic approach, proprietary solutions, and innovative ad formats, we empower them to overcome obstacles, refine their strategies, and achieve impressive results. We’re here to help the brands throughout their sales funnel and contribute meaningfully to their success.”

     

  • A reflection of the brands focus on consumer privacy

    Truecaller refreshes corporate identity

    By Our Staff

     

    Truecaller has unveils a new corporate brand identity with a redesigned brand logo and App icon. The new look and feel of the brand with a refreshed app icon reflects the essence of the Truecaller brand.

     

    According to a communique, Interbrand, the leading brand consultancy, and Truecaller have conceptualised this together to create a governing idea and key insight that addresses people’s desire for clarity, confidence, freedom, and fulfilment.

     

    Said Ashwani Sinha, Vice President, Global Brand at Truecaller: “Today when brands are going out of their way to find their ‘purpose’, we don’t take lightly that we have purpose built into the core of our business. When we empower our users to take the right call, they in turn empower millions more by marking out fraud and spam calls. This flywheel of trust, powered by our 356-million strong global community, helps make communication a little safer every day. Our new positioning and brand identity is a reflection of this empowerment and trust.”

     

    Talking about the new identity, Ashish Mishra, CEO, Interbrand India and South Asia, added: “Brands are increasingly being built on new acts of leadership. In areas which concern the world and its people most. We found an opportunity in the pervasive disinformation that plagues our times. Truecaller perhaps is the best placed brand in the world to lead the empowerment of people, businesses, and communities through true information. Under this larger ambit of nobility laced with a touch of activism, lie the more tangible step ups of recognisability and smooth experience. A signature design system and UX audit to identify the experience gaps helped deliver these within the rebrand.”

     

  • To spread awareness about women harassment through #ItsNotOK Campaign

    Network18 joins hands with Truecaller

    By Our Staff

     

    Network18 has partnered with Truecaller to launch #ItsNotOk campaign, to raise awareness about why it’s important for women to ‘Call It Out’ on harassment issues, leading conversations on how the society can enable safer digital environment for them.

     

    The campaign, #ItsNotOk believes that policy makers, social support systems, and media platforms have a collective responsibility to stop women harassment in our country. The key focus of the campaign will be on what women can do at an individual capacity and what our society can do collectively to curtail harassment of women.

     

    The initiative will be bringing together all stakeholders including State Police, NGOs, counsellors, legal help and government representatives to talk about how, we as a society, can work together for a safer environment, where women feel empowered.

     

    Said Smriti Mehra, CEO, Business News Cluster, Network18: “Through this campaign Network18 and Truecaller aim to push for providing a safer digital environment for women. We believe that it is crucial for policy makers, social support systems and media platforms to increase awareness around all aspects of women safety.”

     

    Added Rishit Jhunjhunwala, Chief Product Officer & Managing Director at Truecaller India: “This International Women’s Day, we want to reiterate that the safety of women is critical and we all need to come together to put an end to harassment in digital communication. Every woman has the power to achieve a lot more when empowered to #callitout. The campaign #ItsNotOk was launched in 2017 with the aim to support women and ensure a safe environment. This year, with support of Network 18, we are taking a new path and urging women to come forward to #callItOut and take action against unwanted communication.”

     

  • The service provider's ads have proved me wrong that Indian advertising has lost its humour, writes Prabhakar Mundkur

    Truecaller – Jamming the Scam Calls

     

     

    By Prabhakar Mundkur

     

    Prabhakar MundkurPerhaps in any other country, Truecaller would not exist. Because other countries respect the privacy of their citizens. I recently spent a month in the UK and my family did not get even one unsolicited call.

     

    Unfortunately, in our country, all our details are an open book. We all no doubt get at least a few scam calls a day. If they are not scam, they are at least greedy marketers who are aggressively calling you to sell their wares. I have noticed a new trend now. Some of calls are mechanised and as soon as I pick up the odd unknown caller, a pre-recorded voice is trying to sell me something. These recorded calls in many ways are the most irritating because you can’t be rude and insult the mechanical voice as you can do with a real person at the other end.

     

    It is not only our phone numbers that are available freely. Our car registration numbers are available not only on the official Government app Parivahan but on a score of other private apps. At least the government app tries to hide the complete details of your name, but the private apps don’t even bother to do that.

     

    If that were not enough, our car insurance details are also an open book. I get a score of emails from various insurance companies every time my car insurance is nearing its expiry date. Recently, I read about a well-known person who got scammed on life insurance. The victim had an insurance policy that had lapsed in 2014. The scam caller called the victim and offered to not only reinstate his policy but offered to redeem the policy, trapping the victim who could naturally do with a little more money. It is only when he reached the end of the call and the scammer started asking for his bank details and offered him an OTP did the victim realise that it was a scam call. These activities are being done openly in our country in spite of the fact that both telephone calls and insurance have government entities supervising the industry – IRDA for Insurance and the TRAI on telecom. It is strange that these government bodies are doing nothing to protect the privacy of the Indian citizen.

     

    But coming back to Truecaller. I was in the UK and I must have received at least 30 scam calls. Thank you Truecaller because I would immediately get the notification that they were scam calls and I could safely leave them alone.

     

     

     

     

    Though no one is writing much about it, I also like the Truecaller advertising. For one, it is entertaining. And they seem to have proved me wrong that Indian advertising has lost its humour. Truecaller uses humour to show how the app can frustrate the scammer. It also demonstrates the stages of the scam and makes fun of the account numbers and OTPs that scammers normally demand as the call progresses. Some of you may remember how Netflix exposed the entire process that scamsters employ in their movie on Jamtara – Sab Ka Number Ayega. 

     

    Truecaller has in some ways also exposed the process of the seamster but with a humorous twist. I particularly liked their Diwali ads. I believe scam calls are at their highest during the festival seasons because this is when most people are looking for deals and are therefore most vulnerable.

     

    I also thought that their sign-off line is quite interesting Scam ka Jam is quite appropriate.

    Well done, Truecaller. Here is wishing you the best in protecting Indian citizens from scams.

     

     

  • To measure increase in brand awareness across 12 cities

    DCMN rolls out new Truecaller campaign

    By Our Staff

     

    DCMN, the digital marketing agency, has launched a nationwide TV ad campaign “Desh ka Truecaller” for, well, Truecaller.

     

    Manan Shah
    Manan Shah

    Said Manan Shah, Director Marketing – India at Truecaller: “For our latest TV campaign, we wanted to celebrate the “trusted partners” in everyone’s day-to-day lives – whether that’s family, partners or friends. We’ve worked with DCMN for several years now, and the team’s deep knowledge of the local market has been key to achieving heightened brand awareness across the country. They also take a unique, performance-orientated approach to TV advertising – which has been crucial to understanding where to spend our advertising budgets.”

     

    Bindu Balakrishnan
    Bindu Balakrishna

    Added Bindu Balakrishnan, Country Manager – India at DCMN:  “Truecaller is an incredible success story in India, and we’re delighted to have worked with them on their newest campaign – one that will resonate with consumers across India. Truecaller came to us to help them carry out a high-impact national and regional campaign with a strong focus on tier 2 & 3 cities, and we’re looking forward to tracking the success of the campaigns with our tailored brand awareness research – an invaluable resource for any brand looking to scale.”

     

  • The campaign is titled Desh ka Truecaller

    Truecaller launches brand campaign

    By Our Staff

     

    With a promise of safeguarding its users from spam, scam and keep offering hassle free communication, Truecaller, the global platform for verifying contacts and blocking unwanted communication, has launched a brand campaign today called “Desh ka Truecaller”. The film has been curated by Mind Fluid, an agency partner of Truecaller.

     

    Commenting on the launch, Manan Shah, Director of Marketing, Truecaller India said: India is our home market and our community has always been like our North Star, guiding us and helping us grow rapidly by spreading a positive word of mouth for us. It gives us great pride that more than 20 crore Indians trust us, which is nearly half of the number of cell phone users in India. The message of this campaign is that of trust and to reassure people using Truecaller that we will continue to keep their communications safe and efficient.”

     

    Added Harita Rao, Creative Director at Mind Fluid: “There are many Indias in India – full of stories, full of insights. And Truecaller as a brand has been built around these stories and insights. And that is what Desh ka Truecaller is all about – little anecdotes from life. Our hearts swell with warmth and there was a constant smile on our faces while creating Desh ka Truecaller.”

     

  • The account will be handled from the Gurgaon office of DCMN

    … and appoints DCMN India as its media agency

    By A Correspondent

     

    Digital marketing agency DCMN India has bagged the media mandate for Truecaller app. The account was won following a multi-agency pitch that was held in New Delhi. The business will be led by Bindu Balakrishnan, Country Head, DCMN India.

     

    The mandate includes managing the company’s TV media duties across different markets and campaign tracking using DCMN’s proprietary TV attribution technology, DC Analytics.

     

    Manan Shah

    Said Manan Shah, Director Marketing – India, Truecaller: “Over 150 million people use Truecaller in India alone, primarily to know who is calling. Over the last year Truecaller has transformed into a complete communication suite with video calling, a unique instant messaging utility called Flash and integrated UPI based payments and banking features. This is a story worth telling to our users so that they can find all these features in their most-loved app, without the need to use multiple apps.”

     

    Bindu Balakrishnan

    Speaking on the association, Balakrishnan added: “I am very excited about this partnership as I am a Truecaller user myself. The idea of integrating video calling, payment and instant messaging into the app solves multiple purposes for any consumer. While awareness and downloads are already high, the brand is now looking at performance metrics as its main KPI for the upcoming TV campaign. Our strength lies in the experience we have in performance media marketing. DCMN’s performance approach includes data-driven media planning and tracking the direct response at a TV spot level with our proprietary TV attribution tool. We are looking at running a highly optimized media campaign for Truecaller.”

     

     

  • Happy mcgarrybowen was roped in to help chart a new course for Truecaller’s new avatar and host of services

    Truecaller moves to Happy mcgarrybowen for creative…

    By A Correspondent

     

    Truecaller has partnered with Happy Mcgarrybowen to roll out its new campaign for this year. Happy mcgarrybowen was roped in to help chart a new course for Truecaller’s new avatar and host of services.

     

    Kartik Iyer

    Kartik Iyer, Co-founder and CEO, Happy mcgarrybowen said, “We have been in talks with Truecaller for nearly a year now, exploring opportunities to work together. There has been a synergy of minds and thoughts from the first day the teams met together. A new campaign is already underway and shall be out soon. We see huge potential in the brand growing its offering, considering it is one of the few apps that commands acceptance amongst users of all phone segments. We look forward to a long-term relationship in building Truecaller’s already strong equity in India.”

     

    Manan Shah

    Speaking on the association, Manan Shah, Director Marketing India – Truecaller said, “We were looking for a partner rather than an ‘agency’ who can think beyond the obvious and move faster than us. This is where Happy mcgarrybowen clicked for us. Extremely delighted to work with them on our upcoming campaign and look forward to many more.”

     

     

  • Its programmatic advertising strategy has generated a repeat customer rate of 70 per cent among existing advertisers

    Truecaller Ads manages to deliver significant buzz for brands

    By A Correspondent

     

    Truecaller has announced the significant gains that brands have seen on its advertising platform. Truecaller Ads not just captures the attention of users without invasion or interruption, but also eliminates the appointment viewing condition for brand visibility. Its programmatic advertising strategy has generated a repeat customer rate of 70 per cent among existing advertisers, helping companies reach their audiences.

     

    Talking about his experience, Amit Tiwari, Vice President Marketing, Havells India Ltd, said: “This is the first time we used Truecaller as an outreach platform. It provided us with a large-scale India-wide reach of over 40 million unique users in a single day. We used it as a platform to connect with our potential customers and received genuine responses from quality audiences.”

     

    Commenting on his interaction with the platform, Sidharth Rao, CEO, Dentsu Webchutney, added: “We have always recommended Truecaller to our advertisers and have consistently seen the platform over-deliver its commitments. With the help of Truecaller, our client’s messages have been delivered to their users through a brand roadblock with absolute simplicity. We’ve had a remarkable experience in marketing several product categories such as automobile, OEM and consumer tech to name a few through this platform. We believe Truecaller will play an integral part in our media buys for the upcoming festive season of 2018, with more of our clients looking to showcase their own unique stories.”

     

    Speaking on the adsales foray, Tejinder Gill, VP Sales & Head of India Operations at Truecaller: “Our advertising platform has achieved some great feats since its inception, especially since the unique ad delivery system which enables a brand visibility after every call from an unknown number. With marketers and CMOs shifting their strategies from mobile first to mobile only, advertising platforms such as ours are best placed to help achieve their objectives. Around the festive season when audiences have their eyes wider open than usual, we must work together with our partners to overcome our hurdles and achieve our objectives together. Needless to say, our advertisers have been overjoyed with the results.”

     

     

  • In December, Café TC launched an exclusive set of Friday Night deals – Not 2 B Missed Deals

    Dentsu Webchutney executes ‘Not 2 B Missed Deals’ in a unique way

    By A Correspondent

     

    Café TC and Dentsu Webchutney launched a new campaign to make people aware of ‘Not 2 B Missed Deals’ using Truecaller in an innovative way.

     

    In December, Café TC launched an exclusive set of Friday Night deals – Not 2 B Missed Deals. It tasked Dentsu Webchutney to ensure that the deals are communicated effectively.The agency arrived on the insight that more than the received calls, it is the missed calls that capture the attention of people. Missed calls make people curious and they want to know who called and why. They look up unknown callers on Truecaller which now commands a user base of 250 million. By putting missed calls and Truecaller together, Dentsu Webchutney created Missed Caller – World’s First Free Promo on Truecaller.

     

    Said Gaurav Soral, Founder, Café TC: “When the team told me that they want to use Truecaller, I quickly asked them about the ad size, placement, costing and things like that. The team requested me to let them finish. And when they did, the idea got us all very excited.”

     

    Added Sudesh Samaria, Chief Creative Officer and Co-Founder, Dentsu Webchutney: “We are always looking for new technology, new platforms and new ways of using existing platforms. Missed Caller is a showcase of our ability to tell stories effectively using cutting-edge innovation.”

     

     

  • In December, Café TC launched an exclusive set of Friday Night deals – Not 2 B Missed Deals

    Dentsu Webchutney executes ‘Not 2 B Missed Deals’ in a unique way

    By A Correspondent

     

    Café TC and Dentsu Webchutney launched a new campaign to make people aware of ‘Not 2 B Missed Deals’ using Truecaller in an innovative way.

     

    Said Gaurav Soral, Founder, Café TC: “When the team told me that they want to use Truecaller, I quickly asked them about the ad size, placement, costing and things like that. The team requested me to let them finish. And when they did, the idea got us all very excited.”

     

    Added Sudesh Samaria, Chief Creative Officer and Co-Founder, Dentsu Webchutney: “We are always looking for new technology, new platforms and new ways of using existing platforms. Missed Caller is a showcase of our ability to tell stories effectively using cutting-edge innovation.”

     

     

  • Onboards actor Nawazuddin Siddiqui for the 360 degree campaign

    Take the right call – Trucaller’s high pitch to consumers

    By A Correspondent

     

    Truecaller has launched its first-major brand campaign – “Take the right call” -  marking the company’s foray into the world of advertising & marketing. Truecaller’s “Take the right call” campaign has been designed in line with the company’s efforts of providing users their right to know who is calling them. It also allows them to make the most of the opportunities that may otherwise pass by unknown. The digital film features popular actor Nawazuddin Siddiqui communicating the brand’s philosophy through his own life experience and goes live today followed by the television commercial.

     

    Truecaller has grown phenomenally in India. Currently, at 80 million users in the country, the Indian user base comprises more than half the total global users. With a persistent focus on product innovation, Truecaller is making the ecosystem more robust, enabling the users to communicate in a smarter way and correctly establish actions to take calls.

     

    “India is a very important market for Truecaller, as a majority of our users are based here. Over the years, millions of users have seen the value of having Truecaller on their smartphones, we now wanted to expand our horizons and reach more and more consumers. Our first-ever 360 degree brand campaign tells a compelling story of opportunities and we found Nawazuddin Siddiqui as the perfect fit; someone who can best translate his own story for the brand. Nawaz’s life changed completely after the one right call that he took making him the apt choice to highlight the importance of taking the right call and making the most of opportunities. The campaign stays true to our brand vision towards helping users ‘Take the right call’ through various touch points including television, radio and digital media. We are excited about taking Truecaller closer to its users with this campaign”, said Kari Krishnamurthy, Vice President, Growth and Partnerships, Asia & Country Manager, India.

     

    The TVC has Nawazuddin Siddiqui reminiscing about his struggling days when he had to work as a security guard and how this one call changed his life completely. It was his luck that the caller persistently kept calling him for days, despite having missed it numerous times and he ended up with a role in a movie. But not everyone is lucky enough.

     

    “More than 80 million of us in India, already use Truecaller. So our task isn’t to address people who already have it downloaded on their phones. It is to inform the rest of India which is unaware about the opportunity Truecaller offers. That’s where Nawazuddin came in. Nawaz is the voice of the emerging India, his screen presence is magnetic and persuasive. And the true story of where he has emerged from, the story of a guy who made the most of what life and luck threw up, is compelling. We saw an effortless link between the task and Nawaz’s story. Thereafter the only thing to do was to have him tell us his story in his words and observe the same. The product just slips in effortlessly and we’re confident that this will help Truecaller surge further into the country”, said Ashish Chakravarty, National Creative Director, Contract India.

     

    The digital film by Truecaller has gone live on social media and will be followed closely by the television commercial. This will be complemented by Radio and digital media campaigns.