Senior Operations & Project Manager @ Indian Army | IIM A | United Nations | OTA Chennai | Ex-Indian Express | Strategic Leader | Effective Communicator | Driving Success in Diverse Environments
TRUECALLER'S "TAKE THE RIGHT CALL": A MASTERCLASS IN RURAL EXPANSION 📞🌾 In 2015, Truecaller, a popular caller ID app, had over 80 million users in India, mainly in urban areas. Their #service, known for blocking spam calls, was less relevant in rural regions due to lesser #smartphone usage. The #telecom sector, however, was on the brink of a revolution with the due arrival of Jio, promising a surge in rural smartphone users 📱🚀. #Truecaller surely needed a fresh strategy to seize this opportunity. ++++The Challenge: Redefining Value in Rural India 🌄++++ Spam calls were then primarily an urban concern. Truecaller had to rework on its #valueproposition for a rural audience which did not have this as a concern for which Truecaller would have been a solution. ++++Here comes ‘Take the Right Call!’ 📞✨++++ This innovative campaign, featuring actor Nawazuddin Siddiqui, marked a significant strategic shift. Here's how it expertly leveraged the 6Ms of #marketing: #Market: Truecaller targeted Tier 2 and Tier 3 cities in India, aiming to expand their reach beyond urban centers 🌆➡️🏘️. #Mission: They #repositioned themselves as a "Call Identification Application," emphasizing the benefits of identifying unknown callers, not just blocking #spam 📲✅. #Money: Truecaller invested strategically, reportedly allocating ₹6-8 crore to a multi-channel #campaign (TV, radio, digital) to maximize exposure in rural markets 💰📺📻💻. #Message: The core message, "Don't miss important calls!" struck a chord with rural audiences. Using Nawauddin's relatable story, they showcased Truecaller as a tool for seizing #opportunities, not merely for spam prevention 📞➡️💼. #Medium: A well-planned media mix was crucial. Television #commercials aired on Hindi movie, music, and news channels for broad appeal. Radio spots further extended the reach with targeted digital campaigns ensuring deeper engagement 📺📻🌐. The campaign even capitalized on the popular India-Sri Lanka #cricket series for wider #viewership 🏏📣. #Measurement: Not much of data is available for how good the campaign did but Truecaller likely saw a surge in #appdownloads, user #engagement, and #brand #sentiment which were clear indicator of the campaign's success. Likely increased number of downloads and activity in Tier 2/3 regions indicated effective expansion 📈📊. The campaign too ensured Truecaller a golden victory in #EffieAwards as well as exchange4media awards. By leveraging the 6Ms and adapting their value proposition, Truecaller's ‘Take the Right Call’ campaign became a #masterclass in rural market #expansion, paving the way for their sustained #growth in the country. Sourav Borah Rajat Sharma Sanjay Verma Indian Institute of Management Ahmedabad IIM Ahmedabad - Armed Forces Programme (AFP 23)
Rahul Mishra
8mo
Very helpful!
Head brand for Swiggy l Recognised by WARC, Jay Chiat, Effie
8moPurva cracked it. Nitin helped evolve the writing and directed the tvc. Manan managed the show. Most importantly, Kari Krishnamurthy had the vision to enable it. And I got to lift the golden gong. Epic! (for the data, hit up Manan on DM).