Truecaller, a mobile application that gives you information of callers, has selected DCMN India to handle its media duties as its agency on record. In addition to this, the brand has also awarded its creative mandate to DAN’s Happy mcgarrybowen on a project basis.
Truecaller has selected the two agency partners on the back of two respective multi-agency pitch processes. In an attempt to increase its visibility, acceptance and performance, the brand is looking at launching a huge marketing campaign, having TV at its centre.
Confirming the news to BestMediaInfo.com, Bindu Balakrishnan, Country Head, DCMN India, “Truecaller is a high-utility digital brand, unlike many other digital apps, which include e-commerce largely. Due to this utility feature, it already has a large user base in India. While awareness and downloads are already on a higher note, it is now looking at performance metrics as its main KPI in the upcoming TV campaign. We have a strong experience of the 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 optimised media campaign for Truecaller.”
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."
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.”