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Truecaller launches its first-ever brand campaign in India

Truecaller recently launch of 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

Truecaller recently launch of 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.

Until
recently, Truecaller has been a zero marketing company and an extremely popular
one even before it started this campaign. “We have a global user base of 150
million out of which 80 million are from India alone which makes this market
our most important one. As per a recent report by Yahoo, app usage in India has
grown by 131%. We have seen that metros are the amongst the fastest to get on
to the app platform but the Tier I and Tier II towns are not far behind. This
is mainly due to the smartphone penetration that India has seen recently. To
leverage this opportunity we decided to launch this campaign and further
intensify our reach.” said Krishnamurthy.

“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.

Commenting
on the though process behind the campaign, Krishnamurthy said, “The ‘Take the
right call’ campaign is the first ever for Truecaller that was conceptualized
with the help of our partners Contract Advertising. The campaign was
conceptualized following qualitative research in tier II and III cities in
India, focusing on consumer behavior, their outlook towards phone calls and our
brand.  Using the insights from the
research, our aim was to create a campaign that is simple, relevant, impact,
and more importantly helps us reach larger base of potential users who can make
the most out of Truecaller.

While
the campaign is all-pervasive, we recognized the importance of television and
radio given the focus on tier II and III market alongside the connect in urban
markets. Nawazuddin Siddiqui emerged as the unanimous choice as the face of campaign
given his simple and humble background. The idea was to combine the story of
Truecaller with the modest beginnings of Nawaz and allow him to connect his
real life story with the opportunity the brand can provide to millions today. The
story of Nawaz fitted really well with our brand’s vision and the feedback so
far has been phenomenal.”

The
ad film 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.

“It
is not just a TV commercial, it’s my own story.
My career in the movies started with a phone call, which I was lucky
enough to take after missing it a few times. Truecaller helps users do exactly
that – Take the right call. Associating with Truecaller to tell the story of
opportunities was a perfect fit for me. I hope the audience relates to the
story as much as I do and makes the most of Truecaller in their lives.” said
Nawazuddin Siddiqui.

“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 went live on social media starting August 19th, 2015 and
will be followed closely by the television commercial. India is a the biggest
market for Truecaller, while majority of the users are from the urban markets,
with this campaign Truecaller aims to reach out to audiences across tier II and
III markets as well. The Company is strategically using every single medium to
amplify the campaign. It includes a mix of digital, radio and broadcast media.
With the film already live on digital platforms and on television, it will soon
be followed by radio spots that will run in 50 cities for six to eight weeks. On
television, our main focus will be Hindi GEC which include Hindi movies, Hindi
News and music channels and also sports channels.

So far, the
campaign has received positive feedback from the stakeholders in the ecosystem.
Till date, the campaign has received over 3.3 lakh views on the digital
platform and is getting great viewership of the TVC on broadcast.

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