Truecaller’s new campaign builds on India’s propensity to trust


The campaign is also launching Truecaller’s India-specific handles for Twitter and Instagram.

India is Truecaller’s biggest market. Most smartphone users use the app to see if their caller is genuine or if it is spam; they trust the app.

It is this very confident nature of Indians that the Swedish platform to verify contacts and block unwanted communications is using in its latest campaign for the Indian public.

The campaign aims to strengthen the brand’s connection with its Indian users and strengthen the company’s commitment to making India spam free. The launch of the campaign is also accompanied by the launch of India-specific handles for Twitter and Instagram.

Manan Shah, Marketing Director, Truecaller India, said: “India is our home market and our community has always been like our North Star, guiding us and helping us grow quickly by spreading positive word of mouth for we.

“It gives us great pride that over 20 million Indians trust us, which is almost half of the number of cell phone users in India. The message of this campaign is to trust and reassure Truecaller users that we will continue to keep their communications safe and efficient.

The film was organized by Mind Fluid, a partner agency of Truecaller. The idea was born from the long association that the brand has with India and its inhabitants. Through a film duo and a host of digital and outdoor creations, the campaign follows the stories of people across generations and endearing examples from everyday life, and how Truecaller’s solutions help them ‘take the right call’

Harita Rao, Creative Director at Mind Fluid, said: “There are many Indies in India – full of stories, full of ideas. And Truecaller as a brand was built around these stories and ideas. And that’s what Desh ka Truecaller is – little anecdotes from life. Our hearts swell with warmth and there was a constant smile on our faces during the creation of Desh ka Truecaller.


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