Conceptualised by Wirality Media, the Jam The Scam Season 2 campaign featuring the Lever trio went live on both TV and digital along with a strategic partnership with MX Takatak, which saw a whopping 49,000 participants who garnered over 1.8 million plays.
The campaign was a festive hit, with over 200 million views, 100,000+ hours in watch time across all social platforms. It’s not every day that you find a legendary actor like Johnny Lever prank calling someone and intentionally wasting his time, all to ensure that the regular people can indulge in spam-free festive celebrations. Now, that's a form of greeting you don’t see every day!
As we deep dive into the festive season, we realise that brands are using ‘topical moments’ in order to drive meaningful advertising. This festive season we witnessed the launch of season two of Truecaller’s Jam the Scam property, starring the legendary comedian Johny Lever and his children Jamie Lever and Jesse Lever.
Jam the Scam returns is a comical take on how to tackle serious problems like tele scams. The Bollywood-esque trailer, followed by two videos is not only a laugh riot for the audience, but also a great PSA to stay alert and vigilant during Diwali.
Manan Shah, director - marketing, Truecaller, said, “The first season of #JamTheScam was a huge success for us in terms of building awareness among people about the different types of spam and scams they can encounter in daily life. Taking a step ahead of our learnings from the previous year and helping people stay away from such scams, we are happy to present Jam the scam Season 2 to our users. We have attempted to communicate an important message that people will understand and enjoy watching at the same time."
Commenting on the campaign, Saanand Warrier, CEO Wirality said, “Jam the Scam is a very special property for us; it was our first big collaboration with Truecaller, something that paved the way for some great work in the past. Hence, this time around we wanted to make the campaign special while keeping the essence from last year intact, and Johny Lever and family fit into the campaign seamlessly. Once again it’s been a fantastic experience working with a team as dynamic as Truecaller. The Caller ID feature of Truecaller plays a pivotal role in the everyday life of over 20 million Indians to identify, block, and report scams. Data shows that scams through phone calls pertaining to gift card coupons, lottery, and alike surge by about 150% during festive occasions. The idea of creating a vigilante group, that dials scammers and intentionally wastes their time synced so well with the audience that around 200 odd memes have surfaced over the internet. The next phase would be around raising awareness in regional languages focusing on specific cultural contexts."
Sourya Bhattacharjee, creative head, Wirality said, "The best stories are always counter-intuitive and that’s what stands out with the audience. Data is like having 1000 interns. That’s what helps me ask new questions and derive new narratives. My idea was to curate a conversation that genuinely resonates, survives, and thrives. Jam the Scam is a result of understanding the product connection, the nature of audience interactions, and making a visual story that is intelligible, useful, and actionable."