Truecaller has launched a new campaign to convey an important message of creating a safe space in the world of online communication.
Conceptualised by Truecaller and The Womb, the campaign depicts the true essence of India and its people. With two names and one identity, our large and vibrant India also has many mini Indias within. We know that the smartphone is just as important a tool for people in the cities as it is for small-town India. Everyone needs to be protected from the menace of unwanted communication.
These films are a humble attempt to leave a mark on the audience with the use of the ‘laal rang’. What makes this message intuitive and impactful is when the use of the colour red is used to signify scam/harassment calls, it seamlessly ties back to the popular saying – ‘Buri nazar wale tera muh kala’.
In a quest to go that extra mile and help users stay away from spam, scam, and online frauds, Truecaller has been undertaking various initiatives in the form of campaigns, working with the Government of India and creating awareness among the youth with the help of cyber safety training. Be it harassment in the form of unwanted/unwelcome attention or OTP and lottery frauds, Truecaller has been instrumental in helping people fight back.
Kari Krishnamurthy, Chief Commercial Officer at Truecaller, said, “Indian culture is very deep-rooted and the practices and customs we follow are a result of strong beliefs. With this campaign, we have not only tried to capture the core of the problem faced by people in the form of harassment/scams but also how it is the collective feedback and spam markings from the community that make such fraudulent calls appear red. I’m hopeful that with the help of these meaningful films, we will be able to further our cause and help create a line of defence against unwanted communication.”
Navin Talreja, Co-founder, The Womb, said, “Truecaller has been in India for more than 7 years and has done significant work to make the basic functionality of smartphones safe and secure with a special focus on women and the elderly. Through the consumer work our team did in smaller towns i.e. 'Bharat', we realized that the product was highly relevant for them, but awareness and discovery were limited. This discovery gave us our brief: launch Truecaller for 'Bharat' in the most simple yet disruptive way. The product benefits both the individual user and the community at large. With this campaign, our intent is to start a movement and make India's largest community help safeguard each other.”
Agency: The Womb
Founding Partner : Kawal Shoor and Navin Talreja
Creative Team: Suyash Khabya, Rohit Sharma, Paritosh Lonkar, and Ankita Sawant
Account Planning: Mitali Kamath, Gaurav Joshi, Manasi Mankatty, Ramanathan Venkataramani, and Puja Jhunjhunwala
Account Management: Dhaval Jadwani, Rajat Pandey, and Saheef Giriyal
Production House: Chrome Pictures
Director: Amit Sharma
Executive producer: Napolean Daniel Amanna and Kush Malhotra