Friend in Need

Some situations need your attention more urgently than the others, when it comes to friends. For instance, your friend is out of cash, yet again, or worse, when your best man is late for your wedding. Caller identification app Truecaller now has a one-stop solution for such hiccups that makes our lives easier.

Truecaller Pay, flash messaging and video calling powered by Google Duo are among the newest features to be integrated into the platform to position Truecaller as more than a phonebook and spam filtering app.  The ad campaign is aimed to create more awareness about these features and showing how you can use Truecaller for taking advice from your friend to making sure they don’t miss out the biggest occasions in your life.

Manan Shah, director (marketing), Truecaller India says, “We wanted to target the 18-35 age group who are more tech-savvy and encourage them to use these new applications more frequently. So, they can minimise the use of multiple apps on their smartphones for their daily needs.”

Any millennial is bound to relate to the situations depicted in the campaign, even if it something as simple as messaging your friend to help decide the best party snacks. Happy Mcgarrybowen’s senior creative director Naren Kaushik says, “We looked at the real-life use cases and weaved a story around it that would highlight the new features of the app. The narrative was to show that we all have a friend like this.”