Truecaller is a caller id and spam blocking app that delivers convenience (know who’s calling even if the caller is not in the phonebook) and efficiency (which calls to take, and which not).

Convenience and efficiency worked in time-starved urban India, but not in opportunity-starved tier 2 India. And tier 2 India is many times bigger.

Our task was two-fold: unearth a more compelling hook for the larger part of India that makes for Tier 2 and 3 and drive brand awareness and interest.

The film opens on a man walking through a busy Indian bazaar. He jovially smiles towards people but instead, he’s met with stern glares - from shop-keepers to customers.

His smile drops, he nervously slows down, as he starts to feel cornered. In the background music, we hear words - OTP, Lottery, Bank details.

Our man is now suddenly apprehended by an older couple, who cut-off his escape, as the others close in from behind.

Their hands come up to his face, one-by-one and smear it with Red paint - akin to a cultural practice in India, where perpetrators are publicly defamed by plastering their faces with black colour.

As they are doing it, their expressions are one of passionate comeback and justice. He accepts public humiliation and the punishment, dejectedly.

The end voiceover says that one can now identify and tag those with wrong intentions in Red on Truecaller.

IMPRINTED TRUECALLER ON THE MINDS OF PEOPLE:

Achieved 510 million impressions in 4 weeks on social platforms having a large Tier-2 user base.

THE MESSAGE GOT THROUGH:

Was liked and found relevant for 85% of those who watched it

Key parameters for which the campaign was liked:

“The campaign empowers people to stand against frauds and scammers”

“The message.. is very intuitive and impactful”

“The campaign aims to create safer digital spaces”

“…Benefits both individual users and the community at large”

MILLIONS DOWNLOADED THE APP:

119 million Indians clicked 'Download Now,' with just a 4-week exposure

NOT JUST NEW USERS BUT SAVIOURS:

190 million calls were marked suspicious, in 'red' for others' benefit and identified as 'Scam.'

WHAT’S MORE?

The campaign's success also encouraged the Delhi Police Body to partner with Truecaller to catch cybercriminals and fraudsters and initiate proper legal mechanisms for redressal.