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<ul><li><keyword id="1106616" type="PERSON" weightage="20" keywordseo="TrueCaller">Truecaller</keyword> launched ‘<keyword id="10380381" type="UNKNOWN" weightage="20" keywordseo="call-reason">Call Reason</keyword>’, a feature that enables callers to set a reason for their call, helping the receiver to check what the call is about, in October.</li><li>To inform people about the feature, Truecaller has come up with 2 Bollywood-style <keyword id="89259" type="PERSON" weightage="20" keywordseo="Short-films">short films</keyword>.</li><li><keyword id="3668423" type="PERSON" weightage="20" keywordseo="manan-shah">Manan Shah</keyword>, Director Marketing – India, Truecaller tells us the thought behind the campaign and what they expect out of it.</li></ul>Till recently, Truecaller did not spend much on marketing. Over the years, it has been able to build a loyal user base for itself through word-of-mouth. In fact, out of its 185 million monthly active users, over 150 million daily active users are in India. However, Truecaller launched ‘Call Reason’, a feature that enables callers to set a reason for their call, helping the receiver to check what the call is about, in October and to familiarize people with this novel idea, it has come up with 2 very interesting, Bollywood-style short films, ‘<keyword id="26605" type="PERSON" weightage="20" keywordseo="waaris">Waaris</keyword>’ and ‘Kidnap’. To build a buzz around its campaign, Truecaller also launched the trailers of the short films. <div type="Youtube" id="mQHpDK4GgsA" title="Truecaller Call Reason Stories Presents Waaris | #TakeTheRightCall" thumbUrl="https://i.ytimg.com/vi/mQHpDK4GgsA/mqdefault.jpg"></div> We spoke to Manan Shah, Director Marketing – India, Truecaller to understand the thought behind the campaign, how it was conceptualized and why they thought of going the short-film way. He also tells us about Truecaller’s marketing plans for the upcoming year. <div type="Youtube" id="JwOWo_OItVs" title="Truecaller Call Reason Stories Presents Kidnap | #TakeTheRightCall" thumbUrl="https://i.ytimg.com/vi/JwOWo_OItVs/mqdefault.jpg"></div> Q) Audience (esp GenZ) attention spans are decreasing every day. However, your new campaign comprises 2 short films, both around 5-minutes long. What was your thought behind the campaign? From our previous experience, we’ve come to realise that it's not entirely true that people have lower attention spans but just many more options, today. Our films have huge entertainment value while subtly integrating the product and the brand. We decided to weave the entire story around the product and its benefits rather than have a great story and then think of how to fit the brand in. This, I believe, is the right way to do content and not forced logo brandings or product integrations. Q) You had introduced Call Reason in October. Since then, how have you been able to build a buzz around the feature as well as the campaign? Like with any new feature, we do a gradual roll out, increasing the number of users who get the update gradually, while monitoring for any issues. In parallel, we were able to work with a lot of influencers and users who had requested this feature to us, and create a video with them to promote it. Now this phase of the campaign builds on the promise of offering our users ‘true choice’ to focus on what matters. Q) What were the insights that led to Truecaller coming up with Call Reason? Call Reason was the most requested feature from our users over the past year. Even for us, the logical evolution after telling people ‘who is calling’ is to tell them ‘why they’re calling’. We believe that every call has the potential to alter what happens next. This we showed beautifully with the true story behind Nawazuddin’s struggle as an actor and how one call shot him to stardom in our 2015 campaign. Now, with a reason displayed before you pick up the call, you will be able to make a more informed decision, enabling you to make the most of every opportunity. Q) What kind of reception has it seen from users so far? At a product level, you only need to do a quick search on our social channels to see the kind of overwhelmingly positive reception this feature has gotten. Its finally people who asked for it and now that we’ve built it, they are loving it. As for the campaign, it is picking up pace pretty rapidly, as we speak and once we release the second film over this weekend, we should see a lot more traction and reach coming in. Q) Take us behind the scenes of the campaigns. How did you conceptualize and bring the idea to fruition? The original idea came across while talking to our creative partners at <keyword id="10380383" type="COMPANY" weightage="20" keywordseo="wirality">Wirality</keyword>, who worked on this campaign. We looked at popular movies, where that one phone call changes the course and direction of the film. This is a reflection of real life too and that’s when it hit us that Call Reason as a feature empowers people to ‘Take The Right Call’ both literally and figuratively. That's where the whole idea grew from and we married Bollywood style storytelling and characters with the seamless integration of the feature and the brand into it. Our creative partners at Wirality, the director Pranav and the production team at MOM (Mortal on Mission) have done a fabulous job with amazing casting and simple yet powerful storytelling. For the most part there are no dialogues but just characterisation and amazing acting skills that uplifts the video and keeps the audience glued in. Q) Apart from the films, how else are you informing consumers about Call Reason? What media are you using? When Call Reason was first being rolled out, we did a virtual briefing with journalists. Thanks to that, there was a significant amount of press coverage. We’re now doing this campaign to create awareness and excitement about the feature and what it can really do. This is a full fledged digital campaign. But at the end of the day, the proof is in the pudding. The moment you use Call Reason, you realise how useful it actually is. We’ve also provided complete control to users. You can customise your reasons, set reasons individually for certain callers or switch off the feature entirely. Q) Do you anticipate a spike in users due to this feature, considering the novelty of the idea? Most definitely. At Truecaller, we focus our efforts around our vibrant community that is now 190 million and growing in India. They are really the ones at the forefront when it comes to letting us know what’s working, what’s not, actively identifying numbers and marking calls as spam/scam. Post the lockdowns, we did cross a significant milestone too: onboarding roughly 4 lakh new registered users per day on Truecaller. All this happens organically and is a testament to just how vital our service is. Q) What are your marketing plans for the upcoming year? Truecaller till last year hardly spent much on marketing. Are you looking at increasing your spends in the next few quarters? We have always enjoyed great publicity via word of mouth from our users and that has helped us with exponential organic growth, in India and beyond. For this very reason, unlike other apps, we’ve never really needed to focus on user acquisition but rather concentrate on making user engagement, loyalty and building relationships. For this we plan to have a lot more focus on creating a lot more exciting and meaningful branded entertainment based campaigns next year.

How Truecaller used 2 quirky Bollywood-style short digital films to familiarize people with its latest offering, 'Call Reason'

<div class="KonaFilter image-container display-table"><div><div class="image on-image">Shayanne Gal/Business InsiderApteo cofounders believe their startup addresses a growing need for management of traditional and alternative data together.</div></div></div><ul class="summary-list"><li>Apteo is a startup focused on helping Wall Street firms have better management between traditional data and alternative data sets like satellite images or figures on credit card transactions. </li></ul><ul class="summary-list"><li>The fintech raised $1 million in a seed round led by Ripple Ventures. </li><li>investors are using more non-traditional data sets, and there's an opportunity in providing services to help oversee and manage that data, Apteo's cofounder's told Business Insider. </li><li><a href="https://www.businessinsider.com/prime?module=article&amp;area=summarymary">Click here for more BI Prime stories.</a> </li></ul>Wall Street's interest in <a href="https://www.businessinsider.com/wall-streets-appetite-for-alternative-data-has-turned-into-a-gold-rush-but-investors-say-theres-more-dirt-than-nuggets-2019-3">non-traditional data sets</a> is surging, but firm also still rely heavily on more conventional types of data, and that's created a need for a bridge between the two types of information. That's the pitch behind Shanif Dhanani and Manan Shah's startup, Apteo, which aims to serve as a central hub for data, be it traditional or alternative, public or proprietary. By cataloging various types of information in a central repository, Apteo is looking to help firms better make connections between various data sources. Dhanani, Apteo's chief executive, told Business Insider the growth of alternative data, which can include things like <a href="https://www.businessinsider.com/hedge-fund-managers-are-eyeing-regulatory-scrutiny-in-alternative-data-2019-2">satellite images or credit card transactions</a>, has proved to be tricky for some investors to integrate with the data sets they've always used. "There's a ton of data now that sits outside of the traditional terminal, like a Bloomberg or FactSet, and folks really see the value in this. But they're having trouble finding out where it lives. They're having trouble managing it within their firm. They're having trouble analyzing it so that they can get business use out of it," he said. Alternative data has exploded onto the scene in recent years. The world once occupied by only the most extreme, quantitative hedge funds has now expanded, with more and more investors looking to use alt data <a href="https://www.businessinsider.com/panagora-asset-management-pm-outlines-how-to-use-alternative-data-better-2019-3">in their investment strategies</a>. But it's not a zero-sum game. The market data that has long been a staple of Wall Street is still as popular, and needed, as ever.The industry is beginning to reach a tipping point, Dhanani and Shah said, as investors need to figure out how to meld the two sides together.That's especially tricky for alternative data, Shah said, as the consumption and usage hasn't fully matured. "The way it's being managed today, candidly, is through janky Excel spreadsheets on people's desktop transferring files via Microsoft Outlook," said Shah, who serves as the firms chief operating officer. "So we think there's an opportunity to create this sort of software solution to help these customers manage these different data sets, subscriptions and data sources in a systematic way."In January, Apteo was accepted into the New York-based Entrepreneurs Roundtable Accelerator, which included a $100,000 investment. In October, the startup closed its seed round, bringing on institutional money for the first time. Toronto-based Ripple Ventures led the $1 million seed round. Entrepreneurs Roundtable Accelerator also joined the round, in addition to new investors Gavin Ezekowitz, a managing partner for multi-family office Belz Family and Associates, and venture capital firms KPB Capital and CFV Ventures. In the near term, Shah said the company will focus on two types of customers that can be found across banks and asset managers. One use case is those who might not have experience in machine learning or artificial intelligence techniques but are interested in applying them to data. The other is for people overseeing a multitude of data subscriptions across a firm. Apteo, Shah said, can help both do their jobs more efficiently. "We think that's a massive jump in productivity for the person that manages all things data and also the end user that's going out and searching for that data," Shah said. Here's the <a href="https://www.businessinsider.com/pitch-decks-that-helped-hot-startups-raise-millions-2019-4">pitch deck</a> Apteo used for its seed and angel round.

Here's the pitch deck that Apteo, a startup focused on the ultra-hot alternative data space, used to raise its seed round

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How Truecaller used 2 quirky Bollywood-style short digital films to familiarize people with its latest offering, 'Call Reason'

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Here's the pitch deck that Apteo, a startup focused on the ultra-hot alternative data space, used to raise its seed round

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