 "Truecaller launches its first brand campaign in India")
Truecaller, a free phone directory and caller identification app, today announced the launch of its first-major brand campaign in India.
The "Take the right call" campaign is in line with the company's efforts of providing users the right to know who is calling them.
The digital film features actor Nawazuddin Siddiqui communicating the brand's philosophy through his own life experiences.
Truecaller has 80 million users in the country. The Indian user base comprises more than half of its the total global users.
"India is a very important market for Truecaller, as a majority of our users are based here. Our first-ever 360 degree brand campaign tells a compelling story of opportunities and we found Nawazuddin Siddiqui as the perfect fit; someone who can best translate his own story for the brand. The campaign stays true to our brand vision towards helping users 'Take the right call' through various touch points including television, radio and digital media," said Kari Krishnamurthy, Vice President, Growth and Partnerships, Asia & Country Manager, India.
"More than 80 million users in India already use Truecaller. So our task isn't to address people who already have it on their phones. It is to inform the rest of India which is unaware about the opportunity Truecaller offers", said Ashish Chakravarty, National Creative Director, Contract India.
The digital film by Truecaller will go live on social media starting August 19, 2015 and will be followed by the television commercial. This will be complemented by Radio and digital media campaigns.