MAM
Truecaller Appoints DCMN India as Media AOR
MUMBAI: DCMN India, the growth marketing partner for digital first brands, has bagged the media mandate for Truecaller, one of the leading global communications app.
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. Truecaller is a very popular brand that cƒuts across categories and geographies globally.
The pitch process was held in New Delhi and the account will be handled from DCMN’s Gurgaon office. The business will be led by BinduBalakrishnan, 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 on same, Manan Shah, Director Marketing – India, Truecaller, says, “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.
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.”
Truecaller is one of the most used apps in the country. It began with solving a very basic problem of identifying the caller but in the process has become a huge communication tool for advertising. Several leading brands like Nestle, Airtel, and others use the platform to reach their consumers as the platform provides a very direct and uninterrupted connect with users.
Currently Truecaller has 200 million subscribers in India. The brand is rapidly growing in the country and has come up with several successful campaigns in the past to reach out to their consumers.
Brands
OPPO India rolls out Zindagi Ka Frame Wide Karo ahead of F33 launch
KL Rahul-led campaign spotlights real-life moments and front camera focus
NEW DELHI: OPPO India has unveiled its latest brand campaign, Zindagi Ka Frame Wide Karo, featuring KL Rahul, as it gears up for the launch of its upcoming F33 Series.
The campaign film, also starring content creator Satish Ray, captures the spirit of spontaneous moments and shared experiences, positioning the F33 as a front-camera-first device designed for real-life use. Set against a mountain trek backdrop, the narrative follows a group of friends whose getaway takes an unexpected turn when they run into Rahul, leading to a series of candid, unscripted moments.
Through humour and warmth, the film highlights how young consumers increasingly capture memories as they happen, without worrying about perfect framing or conditions. The storytelling underscores the device’s ability to handle wide-angle group selfies, durability in real-world scenarios and consistent performance across situations.
Sharing his experience, OPPO India brand ambassador KL Rahul said, “What I loved about this film is how real it feels. It’s not about posing or planning a perfect shot, these are the kind of moments we all live every day with friends.” He added that the device allows users to stay in the moment without worrying about the frame or performance.
Explaining the campaign thought, OPPO India head of communications Goldee Patnaik said the F series has built a reputation for durability and everyday reliability, and the F33 extends that strength into how users capture and share memories. He noted that selfies and group photos remain central to social interactions, making a dependable front camera a key focus.
Further elaborating on the idea, OPPO India head of digital marketing Sushant Vashistha said, “The idea behind ‘Zindagi ka frame wide karo’ is rooted in how young Indians experience life collectively, through friendships, fandom and shared moments.” He added that Rahul’s presence brings authenticity and relatability to the narrative.
The campaign will be rolled out across digital platforms, social media channels and video networks in the run-up to the F33 Series launch.
With this campaign, OPPO is leaning into a simple insight: life rarely fits neatly into a frame, and sometimes, the best moments are the ones that spill over.
