… and appoints DCMN India as its media agency

17 Sep,2018

By A Correspondent

 

Digital marketing agency DCMN India has bagged the media mandate for Truecaller app. The account was won following a multi-agency pitch that was held in New Delhi. The business will be led by Bindu Balakrishnan, Country Head, DCMN India.

 

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.

 

Manan Shah

Said Manan Shah, Director Marketing – India, Truecaller: “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.”

 

Bindu Balakrishnan

Speaking on the association, Balakrishnan added: “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.”

 

 

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