MAM
Cannes Lions 2014: Havas, O&M, Gometry make it to Promo & Activation shortlist
MUMBAI: Looks like India has got to a good start at Cannes Lions 2014. In the Promo & Activation Lions category: Havas Worldwide, Ogilvy&Mather India and Gometry Global have made it to the shortlist.
It can be noted that last year only one entry had qualified to the shortlist for this category. Havas Worldwide India’s ‘No Child Brides’ campaign for Child Survival India has been shortlisted under the sub category ‘Exhibitions and Digital Installations.’ Production house Uncommonsense helped execute the campaign.
Ogilvy&Mather’s ‘Barter’ campaign for The Akanksha Foundation (Akanksha Foundation Schools) has also been shortlisted under the sub category ‘Use of Social Platform(s) in a Promotional Campaign.’
Gometry Global’s ‘Jump Pump’ campaign for HUL is the third India entry that has qualified for the final round of judging.
Launched in 2006, the definition of Promo & Activation for the purpose of Cannes Lions encompasses activity which is designed to create immediate activation and/or offer for the sales of a product or service. This may be made effective by using sampling, tie-ins, competitions, events, in-store advertising, exhibitions and other promotional vehicles, such as digital media.
Digital
Truecaller opens Business Chat platform to global partners and enterprises
Expansion aims to replace SMS with trusted, rich and conversational messaging
MUMBAI: Truecaller has expanded access to its Business Chat platform, opening it up to global channel partners and enterprise solution providers as it looks to reshape how businesses connect with customers.
The move allows partners worldwide to offer the platform to enterprise clients, enabling a shift away from traditional SMS towards a more interactive, verified and media-rich communication experience. The company is positioning this as a higher-trust alternative in an increasingly cluttered digital landscape.
With over 500 million active users globally, Truecaller is betting on its scale and daily engagement to give brands a more direct and credible way to reach consumers. The platform supports contextual conversations, real-time insights and engagement metrics, allowing businesses to fine-tune communication across the customer journey.
“The definition of success for modern enterprises has evolved. It’s no longer just about delivery but about earning attention and driving meaningful engagement,” said Truecaller global head, GTM Priyam Bose. He added that opening the platform to partners creates a gateway for brands to connect with users in a more trusted and action-oriented environment.
The expansion is already underway, with partners such as Gupshup and OneXtel live in India, while Globe Teleservices, Cloudcom and Sling Africa are driving adoption in international markets.
By equipping partners with data-driven tools and a conversational interface, Truecaller aims to help businesses cut through noise and build stronger customer relationships. The platform also promises a cleaner, more secure interaction layer, addressing long-standing concerns around spam and trust in business messaging.
As enterprises rethink customer engagement in a post-SMS world, Truecaller’s latest push signals a clear ambition to become a central player in conversational commerce.
