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Tag: Arpan Biswas

  • Truecaller bolsters its advertising offering with power-packed ad solutions

    Truecaller bolsters its advertising offering with power-packed ad solutions

    Mumbai: Truecaller Ads, the leading in-app publisher in India, has broadened its offerings significantly acing the advertising game over the past year. The new solutions are a reflection of Truecaller ads commitment to accelerate brands growth in areas that matter.

    The well-designed proprietary ad formats prioritise the user experience, making ads less intrusive and more enjoyable for consumers. Additionally, brands can track the performance of their proprietary ad formats closely, collecting valuable insights on user interactions, engagement rates, and conversion metrics, which further enables future campaign optimization and audience targeting.

    Campaigns executed on the Truecaller Ads have yielded impressive outcomes, displaying a 2X growth in lower funnel metrics for brands in sectors including gaming, travel, fintech, and more, as compared to the previous year’s campaigns.

    Furthermore Truecaller’s proprietary new ad format “Click to experience” has been used by influential brands like Ajio.com and APV for their marquee grand annual sales and blockbuster movie releases, giving an immersive and innovative experience to the brands.

    Sharing their delightful experience with Truecaller Ad solutions, AJIO marketing head Arpan Biswas said: “At AJIO, we always strive to drive innovative & distinctive brand engagement for our customers. With the “Click to Experience” Ad innovation we tried to enhance the user experience and connect with them better.”

    Highlighting further, PivotRoots director of media Jinit Shah praised the innovative ad format, saying, “With Truecaller’s new format, we were able to break the clutter with a very eye-catching solution that blended seamlessly with our creative strategy for Prime Video’s latest campaign.”

    A key driver of Truecaller Ads consistent campaign success is its strategic approach to execution, incorporating custom audience targeting and the “triple R”  (“RRR”) mantra: Real-time retargeting for engaged but yet to convert users, re-engagement for non-transacting users, and re-marketing to first-party audiences through secure API integration with CRM and MMP platforms. This ensures that brands can consistently achieve their campaign objectives in a privacy compliant and secure manner

    Speaking about the evolution of Truecaller’s Ad solutions, Truecaller VP of global ads business Sagar Manikpure stated, “In the ever-changing marketing landscape, the challenges faced by marketers are more complex than ever. From engaging the right audience to optimizing campaigns for maximum impact, the demands are relentless. Our customised Ad solutions are engineered to meet these challenges head-on, providing marketers with the solutions and insights they need to negotiate this ever-evolving landscape. With our strategic approach, proprietary solutions, and innovative ad formats, we empower them to overcome obstacles, refine their strategies, and achieve impressive results. We’re here to help the brands throughout their sales funnel and contribute meaningfully to their success.”

    Combining this strategic approach with the proprietary solutions, present a full range of solutions that help brands achieve their marketing objectives across the entire sales funnel.

    Alongwith TC Ad server and the proprietary ad formats, Truecaller Ads very own DSP solution has come out of private beta and is now available for all marketers. The DSP powers TC’s Audience Extension solution which helps marketers reach TC’s unique and scalable audiences outside TC, across 1000 pl publishers. TC DSP significantly expanded it’s capabilities in 2023 where TC’s audiences can now be mapped and targeted on most of India’s leading OTT platforms

    Apart from OTT, TC DSP has also launched an innovative ‘rich media’ video ad format named “Video+” a hybrid of video and interactive banner which combines video’s top-funnel impact, along with providing lower-funnel CTA inside the video environment. Together these initiatives are a significant expansion of Truecaller’s video ad offerings in the market.

    Capping off a fantastic year, TC DSP kicked of Q4 by launching an offline-to-online retargeting solution allowing Advertiser’s to retarget their offline 1P user/customers on TC Ad Server as well as TC DSP. In the future, the platform will focus on further improving engagement metrics, building an ML based optimization engine , and building more templates that support Rich-Media formats (HTML).

  • Home construction and home services company Housejoy appoints Arpan Biswas as VP marketing

    Home construction and home services company Housejoy appoints Arpan Biswas as VP marketing

    MUMBAI: Housejoy (www.housejoy.in), India’s leading tech-driven Construction, Renovation, Interiors & Home Maintenance Company has announced the appointment of Arpan Biswas as their Vice President Marketing. In this role, he will be responsible for all marketing and project execution related activities and will aim to steer the business towards growth. Before this, he was the Chief Marketing Officer at Wonderchef Home Appliances.

    Arpan is an experienced marketing professional with a demonstrated history of working across different marketing categories. Some of his key responsibilities at Housejoy will include developing and implementing a cohesive marketing plan to increase brand awareness, setting current and

    long-term goals for internal teams, designing and reviewing the marketing budget, scalable project operations, and client and stakeholder management amongst others.

    Arpan is adept at both traditional and digital marketing with 10 years of experience under his belt. He has held notable positions with companies such as Tata Motors, Britannia Industries Ltd, Piramal Realty, and the LODHA group. Arpan has an engineering degree from IIT Kharagpur and is an MBA from IIM Kozhikode.

    Speaking about this, Housejoy founder & CEO Sanchit Gaurav said, “We are happy to have Arpan join our leadership team at Housejoy. He brings immense expertise in the area of marketing and strategy. A true marketing enthusiast, Arpan has a penchant for doing things differently, and with him on board we hope to achieve great success. We wish him all the best in his stint with Housejoy.”

    Commenting on his appointment, Housejoy VP marketing Arpan Biswas said, “I am excited to come on board a team with a tech-driven startup like Housejoy, which is known for its end-to-end solutions in the domain of home construction. With my experience in marketing strategy and scaling up operations, among other things, I will work towards making the company a go-to brand in the times to come.”

    Throughout his career trajectory, Arpan has gained experience in developing propositions, GTM strategy, campaigns, communications, pricing, media strategy and promotions based on competition mapping and micro-market analysis. He aims to leverage these to make Housejoy a brand to reckon with and strengthen its standing as a one-stop-shop for all construction-related needs.

    Housejoy started in 2015 and their services begin right from the approval stage till the completion and handover of a house. Their core offerings include home construction, renovation, interior design. In addition to this, Housejoy also provides 360-degree maintenance services such as home cleaning, repairs, painting, and appliance installation. Housejoy offers clients a hassle-free experience of building a house and the entire process is completely managed by a qualified team of experts.

    Housejoy has so far raised investment to the tune of $30.2 million from investors such as Amazon, Matrix Partners, Vertex Ventures, Qualcomm, and Ru-Net Technology Partners. The company is working towards becoming the largest tech-enabled platform for construction and renovation in India. They are currently doing 50+ projects a month with plans to scale up to 150+ projects in the next six months.