Truecaller is a caller id and spam blocking app that delivers convenience (know who’s calling even if the caller is not in the phonebook) and efficiency (which calls to take, and which not). Convenience and efficiency worked in time-starved urban India, but not in opportunity-starved tier 2 India. And tier 2 India is many times bigger.

Our task was two-fold: unearth a more compelling hook for the larger part of India that makes for Tier 2 and 3 and drive brand awareness and interest.

The film opens in the middle of a small town in India, where myriad women have congregated for a purpose. Sitting in front of them, we see a slightly intimidated man.

As the drum beats, we see a girl walk with intent towards him and smear his face with Red paint.

What follows is more women, one-by-one, smothering his face.

The music builds and culminates into a crescendo of joy for these women. The man is publicly shamed and there’s a sense of catharsis on everyone's face.

The Truecaller app phone screen appears in Red and the end VO says - 'Now we we will easily be able to identify those who harass us'.

With Truecaller, if you have ill intentions, your call will be Red.

TRUECALLER SUCCESSFULLY ASSOCIATED WITH ‘WOMEN EMPOWERMENT’

9 out of 10 women liked and found the campaign relevant.

“The campaign was empowering for women”

IMPRINTED TRUECALLER ON MINDS OF PEOPLE:

510million impressions in 4 weeks on social platforms (large Tier-2 userbase). Ad views doubled to 120million from the planned 59 million due to organic reach and share-worthiness.

HELD ATTENTION OF AN AUDIENCE PRONE TO SKIPPING ADS:

View-through rates: 86%- approx. 2X of average benchmark (45%: Sharechat)

MESSAGE GOT THROUGH:

85% viewers found the campaign ‘relevant and empowering for women’

MILLIONS DOWNLOADED THE APP:

119million Indians clicked 'Download Now,' after only 4weeks of exposure

CREATED NOT JUST NEW USERS, BUT SAVIOURS:

Users participated by marking 272 million suspicious calls in 'red' as harassers for other women

WHAT’S MORE?

The campaign encouraged the Delhi Police Commission for Women to add their helpline number 181 on Truecaller and join the united movement against harassment.