MAM
Truecaller launches ‘Desh ka Truecaller’ brand campaign
Mumbai: Truecaller, the global platform for verifying contacts and blocking unwanted communication, has launched a brand campaign called ‘Desh ka Truecaller.’ The campaign launch is also accompanied by the launch of India-specific handles for Twitter and Instagram.
India is Truecaller’s biggest market and this campaign aims to strengthen the brand’s connection with its Indian users and reinforce the company’s commitment to make the country spam-free, said the statement. The platform worked with DCMN, an international growth marketing partner for digital brands to launch its latest nationwide TV advertising campaign.
The film has been curated by Mind Fluid, an agency partner of Truecaller. The idea came out of the long association that the brand has had with the country and its people. Through a duo of films and a host of digital and outdoor creatives, the campaign follows the stories of people across generations and endearing everyday real-life instances, and how Truecaller’s solutions help them ‘take the right call.’
“There are many Indias in India – full of stories, full of insights. And Truecaller as a brand has been built around these stories and insights,” shared Mind Fluid creative director Harita Rao, on the new campaign. “And that is what Desh ka Truecaller is all about – little anecdotes from life. Our hearts swell with warmth and there was a constant smile on our faces while creating Desh ka Truecaller.”
“India is our home market and our community has always been like our North Star, guiding us and helping us grow rapidly by spreading a positive word of mouth for us,” said Truecaller India director of marketing Manan Shah on the launch. “It gives us great pride that more than 20 crore Indians trust us, which is nearly half of the number of cell phone users in India. The message of this campaign is that of trust and to reassure people using Truecaller that we will continue to keep their communications safe and efficient.”
“Truecaller is an incredible success story in India, and we’re delighted to have worked with them on their newest campaign – one that will resonate with consumers across India”, commented DCMN country manager – India Bindu Balakrishnan. “Truecaller came to us to help them carry out a high-impact national and regional campaign with a strong focus on tier 2 & 3 cities, and we’re looking forward to tracking the success of the campaigns with our tailored brand awareness research – an invaluable resource for any brand looking to scale.”
The campaign is crafted around the thought that most relationships are based on trust. No matter how independent and learned we become, we still look for the opinions of our friends, families, and confidants before deciding on something. It is a part of our DNA to put trust in something only after thorough scrutinisation, shared the communication app company.
MAM
Dettol launches new emotional campaign for Antiseptic Liquid
Heartfelt film celebrates mother’s instinct with the tagline “Nothing protects like Mom & Dettol.”
MUMBAI: Dettol has found the perfect formula for its latest campaign, a generous mix of maternal love and antiseptic care that’s sure to tug at every Indian heartstring. The iconic germ protection brand has rolled out a touching new campaign for Dettol Antiseptic Liquid built around the universal truth of a mother’s instinctive care. The film brings to life the simple yet powerful idea: “Nothing protects like Mom & Dettol.”
Set against the lively chaos of a shaadi ka ghar, the story follows a young boy who hurts himself but puts on a brave face to hide his pain. The moment he reaches his mother, she instinctively senses something is wrong. As she gently tends to his wound with Dettol Antiseptic Liquid, his guard drops, leading to a tender role reversal where the child ends up comforting his mother. The film ends with the poignant line, “Apnon ki suraksha ka mazboot sahara.”
The campaign reinforces Dettol’s timeless place in Indian homes as a reassuring companion in moments of vulnerability. It was conceptualised and written by Prasoon Joshi
, with an original track composed by Vishal Khurana K, sung by Javed Ali, and lyrics by Prasoon Joshi. Amit Sharma directed the film.
Reckitt EVP regional director for South Asia Gaurav Jain said the campaign captures the deep emotional bond between a mother’s instinct and Dettol’s protection. “This campaign encapsulates that delicate, human truth, a mother senses hurt even before it is spoken, and Dettol strengthens her ability to respond with care and confidence,” he noted.
Prasoon Joshi added, “When a child is hurt, the first instinct is to reach for their mother, their ultimate safe space. And in that moment, the mother turns to Dettol, something she trusts to protect what matters most.”
As the flagship product in the Dettol portfolio, the Antiseptic Liquid continues to offer unmatched protection for cuts and wounds, standing shoulder to shoulder with mothers through life’s small scrapes and bigger worries.
In a world full of flashy advertisements, Dettol has quietly reminded us once again that the strongest protection often comes wrapped in the simplest, most heartfelt moments, the kind only a mother and a trusted bottle of Dettol can provide.
