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Tag: Ashwani Sinha

  • Truecaller India and Talented launches “scampaign”

    Truecaller India and Talented launches “scampaign”

    Mumbai: Scientist. Doctor. Engineer. CA. Sharma ji’s government job waale bacche. All considered among the smartest and brightest role models to never make a mistake.

    Today, scams are run by some of the smartest, most creative and relentless professional fraudsters. They hide in plain sight or come packaged in layered information to confuse you on a busy day. No matter who you are or how many degrees you hold, you are one wrong call away from an empty bank account.

    Ever since smartphones entered households in India, Truecaller has offered protection from both spam and scams with identifications and call screenings.

    With the introduction of Truecaller Fraud Insurance, they are doubling down on their safety promise. Truecaller’s Premium yearly plans now include Fraud Insurance cover of up to ₹10,000 if you succumb to a phone call or SMS scam.

    Truecaller VP, global brand – Ashwani Sinha said, “Introducing Fraud Insurance is a big part of our mission to keep our users protected against phone scams. Especially because scammers keep devising more creative ways to catch people off guard. Unfortunately, our nonchalance and misplaced overconfidence – ‘I will never fall for their lame tricks’ – makes their job easier. Our campaign aims to shake this overconfidence off and remind people that they’re a lot more likely to be scammed than they would imagine.”

    Conceptualised by Talented, a clean business card visual conveys that like your degrees, the fact that you got scammed is also how people start to identify you. The billboards, hosted in Delhi and Mumbai serve as a precautionary reminder that if the conventionally “smart” can be scammed, you are not any safer. Truecaller can help insure your loss and henceforth, ensure your vigilance.

    Founding partner Prashant Gopalakrishnan and Talented’s creative Yuvraj Bagchi, added, “Why does insurance against fraud make sense? As of Q1 2024, Indians have already lost a whopping ₹1,750 crores to reported cyber frauds. Two common things among victims we spoke to were: 1. They were educated, technologically sound, and problem-aware. 2. They said, “I can’t believe I fell for this. Me! I’m a [insert conventionally cerebral profession]!” We realised that scammers would go to any degree, literally, so we did too. In fact, our initial pitch landed on “You’re dumber than you think” but our irreverence was appropriately curbed. Also, having a ‘smart’ audience reassured us that our idea, even if it takes a second, will land and leave them with a reality check.”

    Today, not just in metros but in small towns too, not only the retired, tech-starved, and gullible adults but also the highly qualified, are victims to phone fraud. Truecaller & Talented’s campaign introducing Fraud Insurance reminds us that perhaps the smart thing to do is not be over-smart.

  • Truecaller empowers users with new ‘True’ identity

    Truecaller empowers users with new ‘True’ identity

    Mumbai: Truecaller, the world’s global communications platform unveils its new corporate brand identity with a redesigned brand logo and app icon. The new look and feel of the brand with a refreshed app icon reflects the essence of the Truecaller brand, making it much more distinctive which will be instantly recognizable anywhere. Interbrand, the world’s leading brand consultancy and Truecaller have conceptualised this together to create a governing idea and key insight that addresses people’s desire for clarity, confidence, freedom, and fulfilment.

    The new brand identity is created with an intent to serve as an enabler and help drive a change for the users who are prone to vulnerabilities and increasing scams in the digital space. The tone of voice and colors of the redesign reflect the personality of the brand – trustworthy, straightforward and approachable as we strive to put the power back into the hands of the people to have more control over their life with safe communication.

    “Today when brands are going out of their way to find their ‘purpose’, we don’t take lightly that we have purpose built into the core of our business. When we empower our users to take the right call, they in turn empower millions more by marking out fraud and spam calls. This flywheel of trust, powered by our 356-million strong global community, helps make communication a little safer every day. Our new positioning and brand identity is a reflection of this empowerment and trust.” said Truecaller VP global brand Ashwani Sinha.

    Talking about the new identity, Interbrand India & South Asia CEO Ashish Mishra said “Brands are increasingly being built on new acts of leadership. In areas which concern the world and its people most. We found an opportunity in the pervasive disinformation that plagues our times. Truecaller perhaps is the best placed brand in the world to lead the empowerment of people, businesses, and communities through true information. Under this larger ambit of nobility laced with a touch of activism, lie the more tangible step ups of recognizability and smooth experience. A signature design system and UX audit to identify the experience gaps helped deliver these within the rebrand.”

     

  • Truecaller bolsters brand and marketing leadership with key appointments

    Truecaller bolsters brand and marketing leadership with key appointments

    Mumbai: Caller ID app Truecaller on Tuesday announced the appointment of Ketan Bharati as vice president of global marketing operations, Ashwani Sinha as vice president of global brand and Raj Mukherjee as head of CRM. The expansion of the marketing team is a strategic move to strengthen and support the ongoing brand expansion and capitalise on the multiple growth opportunities ahead, it said in a statement.

    The new team members will lead the brand management function and report to chief commercial officer Kari Krishnamurthy who is based in Stockholm, Sweden.

    Manan Shah, earlier director of marketing for Truecaller India, will be leading marketing efforts across India and South East Asia. Both the regions are pivotal for Truecaller’s growth and will be headed by Manan who has been with the brand for close to six years and has 18 years of work experience in the brand and marketing industry.

    Ashwani Sinha moves to Truecaller from Ogilvy, where he headed the Pernod Ricard business helping its iconic brands break new ground and lead the strategy function for BMW, helping the ultimate driving machine hold its own in a chauffeur-driven luxury car market. He has been instrumental in championing growth for some of the world’s most valuable brands, building solid partnerships with all stakeholders, and mentoring future leaders.

    Ketan Bharati joins Truecaller from GroupM (WPP) where he spearheaded multiple projects and was responsible for leading the planning and investments in media for partners. Ketan comes with a career spanning over 15 years in the industry with a rich experience of building media strategy, broadcasting, product and revenue strategy across brands like Vodafone, Star India, and Reckitt Benckiser.

    Raj Mukherjee joins Truecaller from Unacademy after a short sabbatical. Raj was assistant vice president of customer experience at Unacademy where he was responsible for developing customer experience strategies, content management, process innovation, and trust and safety. He has also worked with brands like PhonePe and LinkedIn in the past.

    “I am extremely happy to have excellent leaders coming on board,” said Kari Krishnamurthy. “It perfectly aligns with our ambition of making our brand much stronger globally. I also believe Manan’s role of handling South East Asia should take our best practices of success in India to replicate in this growth market.”