In a bid to reaffirm its commitment towards India and to create more awareness around the brand, Truecaller has launched the #HelloIndia campaign. It is the brand’s effort to help India stay safe from spam and scams.
Through this thoughtful outdoor campaign, the brand aims to spread awareness of the origins of Truecaller and strengthen the brand connection with its Swedish roots. Truecaller’s sizable portion of the engineering and development team is based in India and takes pride in building solutions and products for India and then taking them global. This campaign is an attempt to connect the rich heritage and culture of Sweden with the diversity and enormity of India, which Truecaller calls its home country now.
Manan Shah, Director of Marketing, said, “We are proud to be a Swe-desi app – born in Sweden, built in India and we wanted to tell the world about it. That’s when while working with Thinkstr, they came up with this campaign. It instantly resonated with all of us and we deployed it. This is part of our on-going effort to create more awareness around the brand.”
Truecaller is trusted by over 200 million users in India already and the numbers continue to grow. The brand is committed to technological innovation and bringing technology to the masses. With this campaign, the primary objective is to elicit an emotion towards the brand and encourage users to adopt the use of this efficient technology for their benefit. Being a customer-centric organisation, Truecaller’s top priority is to facilitate a safe environment for consumers everywhere.
Ravi Raghavendra, Head of Creative at Thinkstr and the writer of the campaign, said, “While Truecaller is the third most downloaded app in India, not many know that it was founded in Sweden. We wanted to tell people that we are from the land of innovation and excellence. Sweden has given the world a lot of innovations that have transformed human lives. Similarly, Truecaller continues to transform the lives of people by protecting them against harassers and pesky, irritating callers. It is our way of saying: from Sweden to India, with love.”