Truecaller launched its new television and digitally focused advertising campaign with the tagline ‘Sab ke liye’ -‘for everyone’ and ‘for everything’. Conceptualised by Happy Mcgarrybowen, the ad campaign is aimed to create awareness amongst the audience about the recent features introduced on the app apart from caller ID and spam filtering.
The TVC looks at everyday situations the users go through and how Truecaller has a solution to make their lives simple, safe and more efficient. The film shows how one can use Truecaller for taking advice from a friend to make them part of one’s biggest occasions. The app has developed several new features in recent times that provide solutions to consumers in a simple and convenient manner also reducing the need for multiple applications providing the same functions on their smartphones. The features illustrated through the campaign include, Truecaller Pay, Flash Messaging and Video Calling powered by Google Duo.
Manan Shah, Director Marketing, Truecaller India, said, “At Truecaller we have always strived to provide our users with the best experience across all modes of communication, in line with the objective of being a one-stop communication platform. By incorporating relevant features, we are confident that our young and active users will stay ahead and find multiple ways to solve their daily challenges. Taking inspiration from realistic scenarios, our TVC will surely be very relatable to the audiences and portray how seamlessly one application can be used for multiple purposes.”
Naren Kaushik, Senior Creative Director, Happy Mcgarrybowen, said, “We use several apps on a daily basis but most of them have a singular purpose existence. And this is where Truecaller becomes so unique. You can communicate in so many ways with just one Truecaller app. The creative output rolled out of this. We all have friends we want to be in touch with on an everyday basis but they come with their quirks. By accentuating those quirks, we found an interesting narrative that showcased how Truecaller can make life easy for everyone. Three words captured the essence of our communication – ‘Sab ke liye’ – for everyone and for everything.”
Commenting on the campaign, Bindu Balakrishnan, Country Head, DCMN India, said, “Truecaller as a brand does not need an introduction in India. The brand has now embarked on a new phase of its journey where it has integrated video calling, payment and flash messaging into its app. DCMN India has joined Truecaller in this exciting new journey and will be running a highly optimised media campaign for them. Our strength lies in KPI (key performance indicator) driven performance oriented TV campaigns. The primary purpose of this TV campaign for Truecaller is to encourage users to go beyond its caller id feature and discover the exciting new features in the app. We will be tracking the direct response to these new features with our proprietary TV attribution tool DC Analytics and optimising the campaign accordingly.”
Creative Agency: Happy McGarryBowen
Creative Team: Naren Kaushik & Varun Khullar
Servicing Team: Kunal Madhavdas, Chirag Shah, Meghna Majumdar
Media agency: DCMN India
Production house: Skylark Productions
Director: Prashant Madan
Producer: Savio Shenoy