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
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
