MAM
Truecaller bolsters its advertising offering with power-packed ad solutions
Mumbai: Truecaller Ads, the leading in-app publisher in India, has broadened its offerings significantly acing the advertising game over the past year. The new solutions are a reflection of Truecaller ads commitment to accelerate brands growth in areas that matter.
The well-designed proprietary ad formats prioritise the user experience, making ads less intrusive and more enjoyable for consumers. Additionally, brands can track the performance of their proprietary ad formats closely, collecting valuable insights on user interactions, engagement rates, and conversion metrics, which further enables future campaign optimization and audience targeting.
Campaigns executed on the Truecaller Ads have yielded impressive outcomes, displaying a 2X growth in lower funnel metrics for brands in sectors including gaming, travel, fintech, and more, as compared to the previous year’s campaigns.
Furthermore Truecaller’s proprietary new ad format “Click to experience” has been used by influential brands like Ajio.com and APV for their marquee grand annual sales and blockbuster movie releases, giving an immersive and innovative experience to the brands.
Sharing their delightful experience with Truecaller Ad solutions, AJIO marketing head Arpan Biswas said: “At AJIO, we always strive to drive innovative & distinctive brand engagement for our customers. With the “Click to Experience” Ad innovation we tried to enhance the user experience and connect with them better.”
Highlighting further, PivotRoots director of media Jinit Shah praised the innovative ad format, saying, “With Truecaller’s new format, we were able to break the clutter with a very eye-catching solution that blended seamlessly with our creative strategy for Prime Video’s latest campaign.”
A key driver of Truecaller Ads consistent campaign success is its strategic approach to execution, incorporating custom audience targeting and the “triple R” (“RRR”) mantra: Real-time retargeting for engaged but yet to convert users, re-engagement for non-transacting users, and re-marketing to first-party audiences through secure API integration with CRM and MMP platforms. This ensures that brands can consistently achieve their campaign objectives in a privacy compliant and secure manner
Speaking about the evolution of Truecaller’s Ad solutions, Truecaller VP of global ads business Sagar Manikpure stated, “In the ever-changing marketing landscape, the challenges faced by marketers are more complex than ever. From engaging the right audience to optimizing campaigns for maximum impact, the demands are relentless. Our customised Ad solutions are engineered to meet these challenges head-on, providing marketers with the solutions and insights they need to negotiate this ever-evolving landscape. With our strategic approach, proprietary solutions, and innovative ad formats, we empower them to overcome obstacles, refine their strategies, and achieve impressive results. We’re here to help the brands throughout their sales funnel and contribute meaningfully to their success.”
Combining this strategic approach with the proprietary solutions, present a full range of solutions that help brands achieve their marketing objectives across the entire sales funnel.
Alongwith TC Ad server and the proprietary ad formats, Truecaller Ads very own DSP solution has come out of private beta and is now available for all marketers. The DSP powers TC’s Audience Extension solution which helps marketers reach TC’s unique and scalable audiences outside TC, across 1000 pl publishers. TC DSP significantly expanded it’s capabilities in 2023 where TC’s audiences can now be mapped and targeted on most of India’s leading OTT platforms
Apart from OTT, TC DSP has also launched an innovative ‘rich media’ video ad format named “Video+” a hybrid of video and interactive banner which combines video’s top-funnel impact, along with providing lower-funnel CTA inside the video environment. Together these initiatives are a significant expansion of Truecaller’s video ad offerings in the market.
Capping off a fantastic year, TC DSP kicked of Q4 by launching an offline-to-online retargeting solution allowing Advertiser’s to retarget their offline 1P user/customers on TC Ad Server as well as TC DSP. In the future, the platform will focus on further improving engagement metrics, building an ML based optimization engine , and building more templates that support Rich-Media formats (HTML).
Brands
Reserve Bank of India cancels Paytm Payments Bank licence
Central bank cites compliance failures; curbs tighten as wind-up looms
MUMBAI: India’s banking watchdog delivered its sharpest blow yet to Paytm Payments Bank, cancelling its licence and effectively ending its ability to operate as a bank under the law.
The Reserve Bank of India said the entity can no longer conduct banking business under the Banking Regulation Act, citing concerns that its affairs were not being run in the interest of depositors or the public and that it had failed to meet licence conditions.
The move escalates a crackdown that has been building for months. The bank had already been barred from onboarding new customers since March 11, 2022, and later faced restrictions on deposits, credit and wallet top-ups. In January 2024, the central bank ordered it to stop accepting fresh deposits, pointing to persistent non-compliance, including lapses in customer due diligence, use of funds and technology systems.
Operationally, the bank is now on a tight leash. It may process withdrawals of existing deposits and facilitate loan referrals through banking correspondents, but it cannot take fresh deposits.
The central bank said it would apply to the high court to wind up the bank.
Paytm sought to ringfence the fallout. In a regulatory filing, it said the licence cancellation applies to Paytm Payments Bank Limited, a separate entity, and should not be attributed to One 97 Communications. It added that there is no exposure or material business arrangement with the bank and that it operates independently, without Paytm’s board or management involvement.
“As informed earlier, Paytm (One 97 Communications Limited) and its services, which have been operating without interruption, will continue to operate uninterrupted. These include the Paytm app, Paytm UPI, Paytm Gold and all other services offered by its subsidiaries and associated companies,” the company said.
The distinction may reassure users of the app ecosystem, but the regulator’s verdict is unequivocal. After years of warnings, caps and curbs, the payments bank experiment at Paytm is being shut down—decisively, and with little room left to manoeuvre.
