The objective was to reinforce Truecaller’s brand proposition ‘Take the right call’ in an interesting way. The age group targeted was between 18-40 primarily. We wanted to highlight the advantage of keeping Truecaller on a phone that how it helps in identifying the unknown number and caller.
Cultural Context
To promote maximum download of Truecaller app on mobiles, we took most common examples of unknown callers in India. A teaser who often calls girls from unknown number, an irritating call from a life insurance salesman and a Pre-recorded call when we are out-of-town are a complete botheration for any of us. We thought these examples would help people connect to the idea easily.
Solution
As a solution we made Nokia, Apple and Android’s famous ringtones narrate the unknown caller’s information, which not only made radios interesting but made the point very clearly. The day-to-day examples of unknown callers as ringtones helped people connect and understand the use of Truecaller clearly.
Audience
Broadcasted regionally but in multiple states. All smart phone users were the target group.
