DCMN, the international growth marketing partner for digital brands, worked with Truecaller, the leading caller ID and spam blocking app, to launch its latest nationwide TV advertising campaign “Desh ka Truecaller”.
The creative concept behind the last campaign, curated by agency Mind Fluid, follows the ads’ protagonists during key life events, like meeting your partner’s parents for the first time, an anniversary and a new job offer. The campaign emphasises that whether it’s a game of cricket or celebrating a new career, we rely on our trusted partners to make the right decision. The spot concludes with Hum toh aise hi hai, hum har cheez jaan samajh kar hi karte hai – “this is what makes us, us and we don’t make decisions without thinking them through”. The ads echo the company’s mission of building trust in communication, portraying Truecaller as another trusted partner to help manage and verify calls during these important milestones.
Truecaller has been working with DCMN since 2018 and entrusted them to carry out the strategy, planning and execution of their latest nationwide campaign, designed to increase brand awareness and amplify the Truecaller brand in tier 2 and tier 3 cities across India. The TV campaign is running across national channels as well as with a strong push into regional markets including Karnataka, AP-Telangana, Tamilnadu, Maharashtra and West Bengal, and more, for the next two months. DCMN will also measure how Truecaller’s brand awareness increases during the campaign period. The Gurgaon-based team carried out extensive brand awareness studies across 12 cities before the campaign started, and these will be repeated after the campaign has ended to measure upswing in key branding metrics.
The Stockholm-headquartered firm counts India as its biggest market, having recently crossed the 200 million active user mark in India alone. The company also has a long-standing relationship with DCMN. The growth marketing partner won Truecaller’s media mandate in 2018, and has worked on a number of campaigns since. This includes the company’s viral #ItsNotOk initiative, for which DCMN handled all print, OOH and TV booking and planning.
“For our latest TV campaign, we wanted to celebrate the “trusted partners” in everyone’s day-to-day lives – whether that’s family, partners or friends”, said Manan Shah, Director Marketing – India at Truecaller. “We’ve worked with DCMN for several years now, and the team’s deep knowledge of the local market has been key to achieving heightened brand awareness across the country. They also take a unique, performance-orientated approach to TV advertising – which has been crucial to understanding where to spend our advertising budgets.”
“Truecaller is an incredible success story in India, and we’re delighted to have worked with them on their newest campaign – one that will resonate with consumers across India”, commented Bindu Balakrishnan, Country Manager – India at DCMN. “Truecaller came to us to help them carry out a high-impact national and regional campaign with a strong focus on tier 2 & 3 cities, and we’re looking forward to tracking the success of the campaigns with our tailored brand awareness research – an invaluable resource for any brand looking to scale.”
