ITV

Category: Marketing

  • Sunfeast Mom’s Magic unwraps the love of adoption with heartfelt campaign

    Sunfeast Mom’s Magic unwraps the love of adoption with heartfelt campaign

    MUMBAI: ITC’s Sunfeast Mom’s Magic has baked more than just cookies, it’s baked a powerful message. The brand, long known for celebrating the warmth of motherhood, is now stirring hearts with its latest initiative to normalise and encourage adoption in India.

    Stirring the pot on outdated norms, the brand teamed up with the upcoming film Dear Maa to host a compelling panel discussion in Kolkata. On the table? Breaking down biases around adoptive mothers and pushing the belief that motherhood is measured in love, not DNA.

    The panel featured a stellar line-up: Soumeta Medhora, secretary of ISSA; actor Mandira Bedi; Shuvadip Banerjee, chief digital marketing officer, ITC Foods; director Aniruddha Roy Chowdhury; and actor Jaya Ahsan, the face of Dear Maa. The group delved into the hurdles adoptive mothers face from social prejudice to emotional alienation, while urging society to widen its definition of family.

    At the heart of the event was the launch of Dil Se Maa, a stirring poem that pays tribute to adoptive mothers. The piece reimagines motherhood as a bond built on care, not chromosomes.

    Adding a deeply personal note to the discussion, actress Mandira Bedi shared, “Adoption is a beautiful and transformative choice, one that is driven entirely by love. As Tara’s mother, I’ve faced my share of questions and societal bias — from being asked if I could love an adopted child as my own, to people assuming adoption is a last resort. But love doesn’t come with conditions. That’s why I truly value what brands like Mom’s Magic are doing — creating space for these conversations and helping society move beyond its outdated stereotypes, so that every child is embraced with a mother’s love.” 

    Speaking on the occasion, ITC – Foods Division, chief digital marketing officer, Shuvadip Banerjee said, “At Mom’s Magic, we have always believed in celebrating the extraordinary power of a mother’s love. Through this meaningful collaboration with the film Dear Maa, we aim to spark important conversations around adoption and stand in solidarity with all mothers who create magic in a child’s life—regardless of how that treasured journey begins. Together, we hope to inspire greater acceptance, empathy, and inclusion for every form of motherhood.”

    Sunfeast Mom’s Magic has consistently flexed its emotional muscle with campaigns like No More Missed Calls and Hug Her More. This new chapter is another notch in its belt of purpose-driven storytelling, one that swaps sugar for soul and biscuits for bold ideas.

  • CID joins Bingo!’s latest flavour investigation in a pickle-packed plot twist

    CID joins Bingo!’s latest flavour investigation in a pickle-packed plot twist

    MUMBAI: ITC’s Bingo! Mad Angles has cooked up a tangy conundrum with its latest innovation, ‘Mystery Pickle’, a new achaar-loaded flavour twist that’s roped in by none other than the legendary CID team to crack the case. In a deliciously bizarre crossover, ACP Pradyuman, Daya and Dr. Salunkhe don their detective hats once again but this time, the only fingerprints involved are likely to be covered in spice.

    Taking inspiration from the brand’s hit variant Achaari Masti, the new launch dives deeper into India’s eternal love affair with pickles — and adds an element of whodunnit with a tongue-in-cheek TVC. Shot in the trademark over-the-top CID style, the ad is packed with forensic clues, slow-motion stares, and a hilarious face-off between the OG CID trio and their own Mad Angles doppelgangers.

    But the masala isn’t just on-screen. Bingo!’s Mystery Pickle also invites consumers to play detective via an on-pack contest, challenging them to guess the secret flavour and win exciting prizes.

    ITC Ltd. VP & head of marketing, Snacks, Noodles & Pasta, Foods Division, Suresh Chand said, “Achaari Masti has long been our breakout hit and a consumer favourite, so it was only natural that we push the boundaries with another exciting twist on the pickle genre. The entire launch is gamified to engage our core TG from the get-go & the tie up with the show CID has enabled us to craft yet another stand out communication & lend gravitas to the whole mystery angle.”

    Tonic Worldwide senior creative director, Josna Joseph said “With Bingo! Mad Angles Mystery Pickle, we didn’t just launch a new flavour, we cracked open a full-blown whodunnit. Partnering with the legendary CID show gave us the perfect playground to build intrigue, nostalgia, and madness into every frame. From iconic catchphrases to parallel pickle realities, this campaign was all about blending cultural memory with fresh chaos. The result? A snackable mystery that India can’t stop decoding. Just the way Mad Angles likes it”

    Blending nostalgia, humour and a good dose of madness, the campaign gives fans something to chew on both literally and figuratively.

     

  • Why Raj Nayak is getting into scalable IPs with the House of IP

    Why Raj Nayak is getting into scalable IPs with the House of IP

    MUMBAI: Is there still space in the content creation, event IPs, and the experiences verticals  despite the gadzillion or so producers, event organisers and individual creators  popping up from every nook and cranny all over India?

    Well, Raj Nayak, the former chief operating officer of Viacom18 and founder of House of Cheer, sure as hell believes there is. He has unveiled his next bold venture — House of IP — in partnership with digital marketing outfit Yaap.

    Positioned as a first-of-its-kind venture studio for event and entertainment IPs, House of IP promises to create, scale and monetise original properties across sports, music, digital content and branded experiences. From seed ideas to revenue engines, the studio aims to become a launchpad for immersive, culture-first experiences.

    “At a time when content is fragmented and brands are fighting for attention, scalable IPs are the future,” said Nayak who does not seem to be tiring despite being in the media and entertainment business for nearly four decades.

    He’s raring to go with his new venture, just like he was at the start of his career nearly 40 years ago.  “House of IP is built to turn bold concepts into cultural movements — and business success.”

    Yaap, known for its work in influencer marketing and digital media, brings its tech-driven, platform-first mindset to the collaboration. Founder Atul Hegde called the move a “natural evolution” of Yaap’s vision. “With Raj’s creative force and our digital DNA, this partnership will help build IPs that go the distance,” he said.

    House of IP is setting up shop in Mumbai, Delhi, Bangalore and Dubai, with plans to work both with original concepts and existing IP owners. The venture will offer strategic consulting, content creation, brand partnerships and monetisation models.

    “Think big ideas, deep culture connects, and long-term brand value,” Nayak added. “Welcome to the House of IP.”

    What should work in Nayak’s favour is the numerous relationships he has forged  and goodwill he has generated on almost every front throughout his career, whether amongst marketers or agencies or broadcast executives or event agencies.

    Then there is a bunch of startups as well as unicorns in almost every vertical which are looking for expertise to take them forward in the experiences department or their content needs. The new sports policy announced recently by the government is likely to see a plethora of new sports get a fresh impetus with administrators and the private sector getting together to make India a sporting nation and take it beyond just cricket. 

    Already, many leagues for many a sport have come up which need nurturing and guidance to make them grow a la the Pro Kabaddi League and the Indian Super League. Raj spent a large part of his early career selling sports and continues to do so with the Celebrity Cricket League, which should work in the House of IPs’ favour.

    Finally, with the overall live and experiential business literally exploding like never before, it’s most likely that his House of IPs will have a lot to cheer about. Just like his House of Cheer.

  • KlugKlug clicks with new funding as it eyes 10x growth and global reach

    KlugKlug clicks with new funding as it eyes 10x growth and global reach

    MUMBAI: From Klueless to Klug influencer intelligence just got sharper. Klugklug, the influencer marketing SaaS platform that’s already making noise across boardrooms and brand plans, has secured a fresh round of undisclosed funding. But this wasn’t just another cheque drop. The backers, a powerful mix of unicorn founders, ex-CXOs, ex-CMOs, and leading angel investors are joining not just as financiers but as co-pilots in Klugklug’s turbocharged growth ride.

    The Delhi-headquartered startup is aiming to scale its operations by 10x over the next two years, with much of the acceleration already kicking in during the first quarter of 2025. Its expansion roadmap now includes India, South Asia, Southeast Asia, and the Middle East and North Africa (MENA), as it sets sail into newer markets with a strong tailwind.

    As part of its scale-up playbook, Klugklug has added some heavyweight marketing minds to its advisory panel: Lloyd Mathias (ex-HP, Pepsico), Amit Jain (Cardekho), Gaurav Agarwal (Tata 1Mg), and Indranil Chakraborty (Storyworks).

    The influencer game is no longer a gut-feel gamble.
    Klugklug’s software, powered by AI, parses and profiles over 300 million influencers across 150 plus countries and 160 plus languages, giving brands deep dives into audience demographics, engagement metrics, campaign ROI, and influencer authenticity. It promises 40 to 60 per cent efficiency gains in influencer-led marketing music to the ears of performance-obsessed CMOs.

    “We’ve seen seasoned marketers achieve campaign wins from day one using Klugklug,” said CPO co-founder Vaibhav Gupta. “More and more CMOs are using data as the starting point not the afterthought in influencer planning.”

    CPO co-founder and CEO Kalyan Kumar added: “The global influencer market is at an inflection point. There’s a growing demand for transparency, smart targeting, and measurable ROI. This round of funding will accelerate not just our global expansion, but also the tech that powers sharper decision-making.”

    Currently, KlugKlug counts 200 plus Indian and global brands among its clients, cutting across categories like FMCG, D2C, electronics, health, beauty, lifestyle and e-commerce.

    With influencer campaigns becoming more high-stakes and ROI-focussed, Klugklug’s mission is to replace mood boards with dashboards and add a little brain to the brawn of brand advocacy. And if this new cohort of investors and advisors is anything to go by, it’s safe to say that KlugKlug just became a smarter bet on the future of marketing.

  • The Belgian Waffle Co drills down on National Waffle Day

    The Belgian Waffle Co drills down on National Waffle Day

    MUMBAI: The Belgian Waffle Co turned up the heat this National Waffle Day with a record-breaking 7 lakh footfalls across 660+ outlets in 220 cities on 16 July, flipping a midweek lull into a full-blown dessert riot.

    Led by the cheeky and energetic #WhatsYourDrill campaign, the brand teased fans with a faux cancellation of National Waffle Day—only to unveil a surprise date shift to the third Wednesday of July. Cue chaos, curiosity, and meme mayhem.

    The buzz peaked as “Waffle Lieutenants” (read: die-hard fans) received retro-style mission letters and classified 3D-glasses-included invites, decoding the secret celebration date. Influencer-led content exploded on Instagram, led by viral creator ShettyBrother whose “waffle drill” clip clocked 6 million organic views.

    With waffles priced at Rs100 for the day, the brand saw queues snaking out of stores, powered by a slick tech solution allowing pre-orders to manage the sugar rush. OOH ads across 77+ locations in metros and Tier-2 cities added to the visibility blitz, while store-level games like “Waffle Mania” kept fans entertained.

    Even employees got in on the action, posting “Cadet Profiles” and their own waffle rituals on LinkedIn, proving that behind every great drill, there’s an even crunchier team.

    “National Waffle Day is always a landmark moment for The Belgian Waffle Co. This year, as we celebrate 10 incredible years of the brand, it held even greater significance for us. The massive response across our 660+ stores country-wide reflected not just the growing love for our waffles, but also the enthusiasm with which our customers embraced the idea of celebrating rituals and indulgence in a way that felt uniquely personal. It’s a celebration of our loyal community, our partners, and the culture we’ve built together. This massive success year-after-year is humbling and encourages us to remain committed to product quality, consistency and customer delight,” said The Belgian Waffle Co Executive Director and CEO, Ankit Patel.

    “This year, we repositioned the National Waffle Day to the third Wednesday of July, shifting away from a fixed day which our consumers were quite aware about. The overwhelming response to that shift is a testament to the strong emotional connect the brand shares with our community. With the #WhatsYourDrill campaign, we wanted to give our community a platform to express themselves in fun, meaningful ways, to build a movement around rituals and shared joy. From user-generated content to on-ground engagement, the enthusiasm we witnessed reaffirmed our belief in creating experiences that go beyond the product and connect emotionally with our audience,” shared marketing head Vrushali Parab.

    Crunch met creativity, and National Waffle Day 2025 signed off with syrupy smiles and a sugar high that hit just right.

  • A Modern Men’s Guide ToMaximising Fertility

    A Modern Men’s Guide ToMaximising Fertility

    New Delhi [India], July 16: Thinking about making an addition to your family, or want to start a family? Well, it may be a wake-up call to start thinking about the health of your sperm. Interestingly, a significant number of the male population are facing male fertility issues due to poor sperm health problems, such as low sperm count and low sperm quality. These problems are caused by genetic disorders, hormonal imbalances, anatomical issues, to mention but a few. Fortunately, there are ways in which men can effectively maximise fertility, as proven by specialists from the best IVF centre in Ludhiana.

    Importance Of Maximising Fertility

    Maximising fertility is very crucial as it allows individuals and couples to fulfil their goal of parenthood by enabling them to achieve their desired family size. Not only will they experience the joy of parenthood, but they also obtain personal fulfillment. Moreover, maintaining a sustainable level of fertility ensures the continuation of lineages. Besides that, maximising fertility is crucial for population dynamics as it significantly contributes to the social, economic, and demographic attributes of society. Therefore, it is crucial for men to consult with health specialists to seek ways to maximise fertility, especially if they have been facing issues with fertility.

    How Can You Enhance Your Fertilty?

    According to the best IVF centre in Amritsar, to maximise fertility, men have to focus on the following areas:

    •    Diet – Men have to consume food that is important for sperm production and health. Their diet should consist of plenty of fruits, vegetables, and whole grains. Additionally, they also need to incorporate foods that are rich in zinc, folate, and antioxidants. Besides that, they should limit the mistake of unhealthy fats often found in processed foods, as they can negatively impact their sperm quality. Staying hydrated also helps with optimising bodily function.   
    •    Lifestyle – A few tweaks to daily habits can help to maximise fertility. By engaging in moderate physical exercise, men can encourage the production of testosterone and improve sperm quality.. Also, stress management is crucial as it helps to avoid sperm production and hormonal imbalance issues. Maintaining a healthy weight is also vital as it helps to prevent low sperm count. Habits like smoking and excessive drinking should be avoided as they can lead to poor sperm quality.

    To recapitulate – This simplistic guide can help men to maximise fertility effectively. There are also other considerations, such as the incorporation of certain supplements that may be beneficial, like vitamin B and C, zinc, and many others available; however, it is important to consult with a healthcare specialist before starting a supplement routine. IVF treatment is also highly effective for maximising fertility, and one may need to consult a specialist to inquire about IVF cost in India and other related information. Therefore, it is important for men to address lifestyle factors and look for professional guidance. Men should take bold steps to maximise their fertility and increase their chances of having children.  

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  • Q1 FY26: Reliance Retail charges ahead with Rs 84,171 crore revenue blitz as profit surges 28 per cent

    Q1 FY26: Reliance Retail charges ahead with Rs 84,171 crore revenue blitz as profit surges 28 per cent

    MUMBAI: Reliance Retail has delivered a commanding first quarter performance, posting revenues of Rs 84,171 crore—an 11.3 per cent year-on-year surge—whilst profits catapulted 28.3 per cent to Rs 3,271 crore as the retail behemoth continued its relentless expansion across India’s consumer landscape.

    The company’s earnings before interest, taxes, depreciation and amortisation climbed 12.7 per cent to Rs 6,381 crore, with margins expanding 20 basis points to an industry-leading 8.7 per cent—cementing its position as India’s most profitable large-scale retailer.

    Reliance Retail’s physical footprint swelled with 388 new store openings during the quarter, taking the total count to 19,592 stores spanning 77.6 million square feet. The registered customer base hit 358 million, reinforcing the company’s claim as one of India’s most preferred retailers.

    The star performer was JioMart, which the company  described as “India’s fastest scaling digital grocery platform.” The hyperlocal delivery service registered explosive growth with daily orders surging 175 per cent year-on-year and 68 per cent quarter-on-quarter, now serving 4,290 pin codes through 2,200-plus stores across 1,000-plus cities.

    JioMart’s rapid-fire expansion included launching AJio Rush, a four-hour delivery service now live in six cities with 130,000-plus options. The initiative is delivering superior unit economics driven by higher average bill values and lower returns, according to the company.

    Fashion and lifestyle delivered robust growth, with emerging formats Gap, Azorte and Yousta registering 59 per cent year-on-year growth across 170 stores. Ajio’s new customer revenue share reached 18 per cent, up 150 basis points year-on-year, whilst average bill values jumped 17 per cent. The platform expanded its catalogue to 2.6 million options—44 per cent growth year-on-year.

    Consumer electronics faced headwinds from early monsoon onset impacting air conditioner sales, though average bill values surged 26 per cent with conversions up 200 basis points. The company bolstered its own-brand strategy by acquiring Kelvinator brand intellectual property for India.

    Grocery maintained its market leadership with broad-based growth across categories. Home and personal care grew 15 per cent year-on-year, as did fruits and vegetables, whilst packaged foods expanded 13 per cent. The Metro format delivered standout performance with home and personal care categories growing 25 per cent year-on-year.

    The quarter also saw strategic brand expansions including Shein crossing two million app downloads with 20,000 live options, whilst AJio Luxe grew its portfolio to 875 brands. Premium brands continued segment leadership with Hamleys expanding geographically and launching its Green Club sustainability programme.

    “Reliance Retail delivered resilient performance during this quarter driven by our relentless focus on operational excellence, geographical expansion and sharper product portfolio,” said executive director Isha M. Ambani “Our continued investments in cutting-edge technologies and differentiated product offerings have enabled us to serve our customers better and scale with agility.”

    The results underscore Reliance Retail’s dominance in India’s Rs 70 trillion retail market, with the company now processing 389 million transactions quarterly—a 16.5 per cent year-on-year increase—as it continues reshaping India’s retail landscape through aggressive digitisation and expansion.

  • Reliance hits record Q1 FY26 EBITDA as Jio and retail fire on all cylinders

    Reliance hits record Q1 FY26 EBITDA as Jio and retail fire on all cylinders

    MUMBAI: Reliance Industries has kicked off FY26 with a blockbuster first quarter, posting its highest-ever consolidated quarterly EBITDA of Rs 58,024 crore ($ $6.8 billion), a sharp 35.7 per cent leap over last year, fuelled by robust performances across digital, retail and energy verticals.

    Group net profit soared 76.5 per cent year-on-year to Rs 30,783 crore ($3.6 billion), aided by operational gains and a Rs 8,924 crore windfall from its stake sale in Asian Paints. Total revenue rose 6 per cent to Rs 2.73 lakh crore ($31.9 billion), with EBITDA margins improving by a stellar 460 basis points to 21.2 per cent.

    Reliance Jio continued to dominate the digital landscape, crossing a jaw-dropping 200 million 5G subscriber milestone and 20 million home broadband connections. Jio Platforms’ revenue jumped 19 per cent to Rs 35,032 crore, while EBITDA climbed 24 per cent to Rs 18,135 crore, with margins expanding 210 basis points to a best-in-class 51.8 per cent.

    ARPU rose to Rs 208.8, driven by premium subscriber additions and deepening data consumption, which reached 54.7 billion GB this quarter. Jio also unveiled its next-gen tech stack—JioGames Cloud, JioPC, and the proprietary UBR fixed wireless platform—taking a firm aim at India’s AI and home computing future.

    Reliance Retail cemented its pole position, clocking Rs 84,171 crore in revenue (up 11.3 per cent), and EBITDA of Rs 6,381 crore (up 12.7 per cent), marking an industry-leading margin of 8.7 per cent. The business added 388 new stores, taking the total footprint to 19,592 outlets spanning 77.6 million sq ft.

    JioMart’s hyper-local push paid off with daily order volumes exploding 175 per cent year-on-year. AJIO continued to thrive in the online fashion segment with its new 4-hour delivery service and strong traction for Shein, while the FMCG arm doubled revenue to Rs 4,400 crore.

    Reliance’s Oil-to-Chemicals (O2C) segment, despite a 1.5 per cent drop in revenue due to crude price softness and planned shutdowns, posted a solid 10.8 per cent EBITDA gain at Rs 14,511 crore. Jio-bp’s aggressive retail fuel push contributed significantly, with volumes of petrol and diesel up 38.6 per cent and 34.2 per cent respectively.

    With net debt remaining flat at Rs 1.17 lakh crore and capital expenditure of Rs 29,875 crore this quarter, the group is doubling down on its “golden decade” growth strategy across tech, consumption, and energy. Chairman Mukesh Ambani said, *“Reliance will continue its stellar track record of doubling value every four to five years.”

    From superfast data to doorstep delivery and clean fuels, Reliance is firing on all fronts—and showing no signs of slowing down.

  • Waves 2025 Brings Big Deals and Bold Dreams to India’s Media Sector

    Waves 2025 Brings Big Deals and Bold Dreams to India’s Media Sector

    MUMBAI: If the Indian media sector were a movie, Waves 2025 would be the montage sequence fast cuts of big money, bold ideas and breakout talent all coming together for a dramatic makeover. Held in Mumbai, the Waves Summit 2025 saw the Government of Maharashtra sign MoUs worth nearly Rs 8,000 crore, giving the media and entertainment sector a starring role in the state’s growth narrative. Among the headliners:

    . Rs 3,000 crore from Prime Focus to build a 200-acre Film City

    .  Rs 2,000 crore from Godrej for a film, TV and media campus in Panvel

    .  Rs 1,500 crore each from the University of York and the University of Western Australia to set up their first Indian campuses in Mumbai

    And just like that, education and entertainment are sharing billing on the marquee.

    Waves 2025 also introduced the Nifty Waves Index, listing 43 media and entertainment companies finally giving the sector its own Sensex-style snapshot. Meanwhile, the Indian Institute of Creative Technology (IICT) inked partnerships with industry giants including Google, Apple, Microsoft, Meta, Adobe, Nvidia, and Toon Boom, rolling out opportunities for scholarships, internships, rendering parks, game design courses and creative entrepreneurship.

    Waves Bazaar cemented its role as the sector’s B2B-B2G power corridor. Launched in January 2025, the digital-first marketplace has already hosted 2,450 projects, with 6,442 buyers and 6,106 sellers participating across film, animation, XR, gaming and advertising verticals. It’s India’s global swipe-right moment for creative deals.

    Elsewhere, WaveX turned into a high-stakes pitch fest where creative dreams met venture capital muscle. From 1,504 applicants, 30 high-potential M&E startups in gaming, storytelling, immersive tech and the creator economy pitched live to 29 marquee investors including Lumikai, Jio, and Warmup Ventures. With 127 startups securing connections or partnerships, and applications vetted by IAMAI and KPMG, this wasn’t just razzle, it was rigor with returns.  

    Enter the Create in India Challenge, a flagship talent hunt that hosted 34 creative contests across animation, AR/VR, gaming, music and films. Finalists competed in the buzzing Creatosphere, a zone dedicated to next-gen creators. Eight expert masterclasses helped sharpen their edge, while the finals turned the stage into a launchpad.

    Not to be left out, Waves Culturals gave attendees a feel of India’s artistic pulse through performances blending traditional and global forms. The event’s heart, however, was the Bharat Pavilion, inaugurated by prime minister Narendra Modi on 1 May 2025. Designed as an immersive tribute to India’s storytelling roots, it showcased four thematic zones Shruti (oral traditions), Kriti (written heritage), Drishti (visual storytelling), and Creator’s Leap (future tech).

    Over in the FM lane, the 8th National Community Radio Conference saw 12 CR stations receive national awards for innovation and inclusivity. With 531 CR stations and over 400 representatives attending, it was a mic-drop moment for grassroots broadcasters.

    Add to that the launch of the first Indian Film Festival in New Zealand and fresh Indo-UK film collaborations and you’ve got an M&E summit that doesn’t just talk global, it screens it.

    From classroom tie-ups to cultural showcases, and from startup pitches to mega MoUs, Waves 2025 didn’t just imagine India as a global creative powerhouse it laid down the blueprint, cast the crew and started shooting.

    And with Maharashtra calling action on infrastructure, investment and innovation India’s media industry is no longer just watching the story unfold. It’s writing the script.
     

  • Caller of the Wild: Truecaller Rings in Record Growth with 15m New Users

    Caller of the Wild: Truecaller Rings in Record Growth with 15m New Users

    MUMBAI: Truecaller has dialled into another stellar quarter and this time, it’s all about strong signals and even stronger numbers. The Swedish platform, best known for helping users identify who’s calling and block the rest, has reported a 21 per cent surge in net sales (in constant currencies) for Q2 2025, clocking in at SEK 496.4 million which is around 47 million dollars.

    Even in Swedish Krona, which saw a sharp rally, growth was a healthy 9 per cent. The company’s EBITDA margin (excluding incentive costs) rose to a punchy 42.6 per cent, with absolute EBITDA at SEK 211.6 million up 20 per cent year-on-year.

    More than just the money, the momentum was visible in user growth: Truecaller added 15 million monthly active users this quarter alone, pushing its non-iOS MAUs to 426.6 million. That’s a 55.3 million jump from Q2 2024, a clear sign that spam isn’t winning.

    Subscriptions were on a tear too, with paying users now crossing the 3 million mark including 1 million on iOS. Subscription revenues shot up by 48 per cent in constant currency, while Truecaller for Business climbed 53 per cent. Advertising revenue, despite currency drag, held steady with 11 per cent growth in constant terms.

    To boost its ads play, the company launched the Truecaller Masthead and Truecaller Play, expanding its video and display offerings. It also introduced an in-house AI recommendation engine, tested with Uber and Bajaj Auto, which showed promising upticks in click-throughs and conversions.

    India, its biggest market, recorded a 5 per cent growth in Q2 net sales. But the Middle East and Africa (MEA) stole the spotlight with a 23 per cent jump, followed by an 18 per cent rise in the rest of the world.

    Still, it wasn’t all sunshine profit after tax dipped to SEK 118 million (from 123 million), thanks in part to the strong Krona. Yet Truecaller CEO Rishit Jhunjhunwala remains upbeat: “We’re solving everyday communication problems and building long-term value. The future looks bright and spam-free.”

    With AI-fuelled growth, a booming subscriber base and a sharp eye on regional expansion, Truecaller’s trajectory might just be the one call everyone wants to answer.