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DCMN wins media mandate for Truecaller

14-September-2018
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DCMN wins media mandate for Truecaller

DCMN India has bagged the media mandate for communications app Truecaller. The account was won following a multi-agency pitch that involved several big agencies. The mandate includes managing the company’s TV media duties across different markets and campaign tracking using DCMN’s proprietary TV attribution technology, DC Analytics, the agency said in a statement.

The pitch process was held in New Delhi and the account will be handled by DCMN’s Gurgaon office. The business will be led by Bindu Balakrishnan, Country Head, DCMN India.

Truecaller is all set to launch its new TV campaign, which aims to communicate its new features that positions it beyond just a caller ID app. The app integrated video calling, instant messaging and even payments in March last year. The features have been embedded in the app to take into account the demands of a new-age user and over the last year, audiences have responded well to the updates.

Speaking about it, Manan Shah, Director Marketing - India, Truecaller, said, “Over 150 million people use Truecaller in India alone, primarily to know who is calling. Over the last year, Truecaller has transformed into a complete communication suite with video calling, a unique instant messaging utility called Flash and integrated UPI based payments and banking features. This is a story worth telling to our users so that they can find all these features in their most-loved app, without the need to use multiple apps.”

During the pitch process, the synergies between DCMN India and Truecaller became apparent because Truecaller understood the importance of TV tracking, a unique offering from DCMN in the Indian market, the statement mentioned.

With the help of its flagship tool DC Analytics, DCMN India will analyse how consumers are using these top-end features of the Truecaller app in real-time across different locations.

Speaking on the association, Balakrishnan said, “I am very excited about this partnership as I am a Truecaller user myself. The idea of integrating video calling, payment and instant messaging into the app solves multiple purposes for any consumer. While awareness and downloads are already high, the brand is now looking at performance metrics as its main KPI for the upcoming TV campaign. Our strength lies in the experience we have in performance media marketing. DCMN’s performance approach includes data-driven media planning and tracking the direct response at a TV spot level with our proprietary TV attribution tool. We are looking at running a highly optimized media campaign for Truecaller.”

“Using DC Analytics, DCMN India will track the growth and usage of the new features on the app once the campaign is launched. With the real time learnings, we will help Truecaller optimise its media spend and reach a larger audience. Our tracking tool is a unique offering to the Indian market,” Balakrishnan added.

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