Truecaller has announced a campaign through which it wants to raise awareness of its 'fraud' feature for users.
The campaign consists of two film based on the popular saying – ‘buri nazar wale tera muh kala’ which is replaced by the thought 'buri neeyat wale tera call laal' (the one who has evil intentions will be reported in red). The films aim to make users aware of how the app uses red colour to call out fraud calls.
Kari Krishnamurthy, chief commercial officer, Truecaller, said, “Indian culture is very deep-rooted and the practices and customs we follow are a result of strong beliefs. With this campaign, we have not only tried to capture the core of the problem faced by people in the form of harassment/scams but also how it is the collective feedback and spam markings from the community that make such fraudulent calls appear red. I’m hopeful that with the help of these meaningful films, we will be able to further our cause and help create a line of defense against unwanted communication.”
Navin Talreja, co-founder, The Womb, said, “Truecaller has been in India for more than seven years and has done significant work to make the basic functionality of smartphones safe and secure with a special focus on women and the elderly. Through the consumer work our team did in smaller towns i.e. 'Bharat', we realised that the product was highly relevant for them, but awareness and discovery were limited. This discovery gave us our brief: launch Truecaller for 'Bharat' in the most simple yet disruptive way. The product benefits both the individual user and the community at large. With this campaign, our intent is to start a movement and make India's largest community help safeguard each other.”
Agency: The Womb
Founding partners: Kawal Shoor and Navin Talreja
Creative team: Suyash Khabya, Rohit Sharma, Paritosh Lonkar, and Ankita Sawant
Account planning: Mitali Kamath, Gaurav Joshi, Manasi Mankatty, Ramanathan Venkataramani, and Puja Jhunjhunwala
Account management: Dhaval Jadwani, Rajat Pandey, and Saheef Giriyal
Production house: Chrome Pictures
Director: Amit Sharma
Executive producer: Napolean Daniel Amanna and Kush Malhotra
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Watch the film here