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
Euler Motors elevates Pallavi Arora to associate VP, marketing
Marketing elevation follows high-visibility campaigns and product launches
NEW DELHI: Euler Motors has elevated Pallavi Arora to associate vice president, marketing, underscoring a renewed push to sharpen brand muscle as India’s commercial electric vehicle market gathers pace.
Based in New Delhi, Arora will now lead the company’s integrated marketing and communications engine, spanning public relations, digital and performance marketing, social media, brand strategy and above- and below-the-line initiatives across both b2b and b2c segments. Her remit includes driving brand positioning, digital transformation and customer engagement as the company scales nationally.
The promotion marks a milestone in Arora’s six-year stint at Euler Motors. She previously served as assistant general manager and senior manager, marketing, during which she fronted several high-decibel campaigns aimed at accelerating awareness and adoption.
These include Bada socho, Euler HiLoad socho for the HiLoad EV, Aane de for StormEV (India’s first four-wheeler light commercial vehicle fitted with advanced driver assistance systems) and, most recently, Tan tana tan, a campaign spotlighting the strength and profitability of the Turbo EV 1000. The latter is being amplified during the ICC Men’s T20 World Cup 2026, one of the country’s biggest sporting stages.
Arora’s elevation comes as India’s commercial EV segment accelerates, fuelled by the expansion of last-mile delivery networks, surging e-commerce volumes and growing acceptance of technology-led mobility solutions.
Earlier in her career, she held roles at Warner Bros Pictures India, Mahindra Holidays & Resorts India Limited and Cube26, which was later acquired by Paytm. Her rise reflects Euler Motors’ stated preference for building leadership from within as competition intensifies in the electric cargo vehicle space.
Founded in 2018, Euler Motors focuses on electric commercial vehicles for cargo delivery and has positioned itself as a challenger to internal combustion incumbents, betting that economics, regulation and logistics will increasingly favour electric drivetrains.
