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<ul><li>Spotify capitalised on Truecaller’s brand solutions to maximize the brand visibility and saw 30% more clicks in a single day for its launch campaign. </li><li>Zoomcar managed to achieve over 400 million impressions for its brand campaign after using Truecaller</li><li>India is the largest revenue contributor for Truecaller globally</li></ul>When Swedish mobile app Truecaller started buying and selling ad inventories programmatically in 2017, a lot of people were not aware of its potential. Fast forward to now, Truecaller’s programmatic platform has helped brands like Spotify and Zoomcar to capitalize on the platform’s 100 million daily active premium smartphone users in India, to send out their communications and see close to 500 million impressions in one day for their campaigns.<br /><br />Spotify launched in India in February this year and during the launch phase, the music streaming app capitalised on Truecaller’s brand solutions to maximize the brand visibility and saw 30% more clicks in a single day. By using Truecaller’s contextual capabilities, Spotify’s launch campaign, ‘There’s A Playlist For That’ ended up delivering over 500 million impressions in a single day.<br /><br />Similarly, Zoomcar again used Truecaller to reach out to its users across major cities, to promote its three-day offer of 100% off on bookings made towards the end of May, earlier this year.<br /><br />The numbers from both the campaigns are impressive. Both Spotify and Zoomcar saw 500 million and 400 million impressions respectively for their campaigns. <br /><br />We recently spoke to Tejinder Gill, Vice President Global Sales, Truecaller to understand how the programmatic ecosystem has evolved in the country in the past few years. Sharing his views on some of the biggest advantages of using programmatic advertising, Gill said, “When you look at it from a publisher’s lens, programmatic has helped us get better yield. We get more money for our inventory and everything can be optimized automatically at the back-end. We’ve now also started offering guaranteed deals called ‘Programmatic Guaranteed’ through which we can sell all our premium inventories like Roadblocks programmatically.”<br /><br />Gill further shares that moving to programmatic has also helped in bringing about a lot of operational efficiencies. “We no longer need a big team. Currently, three people are managing ad operations and programmatic for Truecaller globally, which includes large markets like India, Middle East and Africa. On an average, these people manage over 100 campaigns a month, which means three campaigns per day, which is a pretty high volume,” adds Gill. It has also helped in regularizing payment cycles, he shares.<br /><br />Gill believes programmatic is very helpful for marketers too, who now know exactly where their campaigns are running, which has given them a lot of confidence and control over their campaigns. “They are also getting better insights and are able to optimize their campaigns. They know how frequently we are reaching out to consumers and what geographies they are from,” he explains. The fact that the pricing is transparent has also helped win over a lot of clients, shares Gill.<br /><br />Speaking about how Truecaller helped them reach their target audience and drive effectiveness, Varun Jha, Chief Marketing Officer, Zoomcar, said, “Through Truecaller, we managed to achieve over 400 million impressions for our brand campaign. By tapping such a large quality audience through Truecaller, we were able to generate user interest that led to direct conversions during our campaign. Having witnessed such exceptional metrics, we would surely partner with Truecaller in the future for our brand promotion.”<br /><br />Sharing her experience, Neha Ahuja, Head of Marketing - India, Spotify said, “Being recent entrants to the Indian music streaming landscape, collaborating with fellow Swedish app Truecaller truly accelerated our launch campaign in India. It helped us gain scale and connect with potential 1.3M users who clicked on our ads through Truecaller.”<br /><br />Gill also feels that programmatic has evolved a lot in the last few years. He shares that close to 70% of marketers are today choosing to transact programmatically. Moreover, during the first phase, only display ads were available programmatically. However, today, YouTube mastheads, and inventory on Facebook and Google can be bought programmatically, which is leading to the entire ecosystem moving towards programmatic.<br /><br />So how important is India for Truecaller in the global scheme of things? ‘Very’, says Gill who shares that India is the largest market for Truecaller globally. “India is far ahead of the curve in terms of programmatic when compared to a lot of other markets like MENA and Africa. We are also the largest revenue contributors and will continue to grow as we scale up,” he adds.<br />

How Truecaller Helped Spotify and Zoomcar Reach 500 Million Impressions in a Day

<ul><li>India contributes 69% to <keyword id="1106616" type="General" weightage="20" keywordseo="truecaller" source="Orion">Truecaller</keyword>’s revenue, so even a minor impact coming from India could have larger implications for this Sweden-based company.</li><li>The <keyword id="2617070" type="General" weightage="20" keywordseo="personal-data-protection-bill" source="Orion">personal data protection bill</keyword> aims to ensure that personal data of Indian citizens is safeguarded and not stored overseas.</li><li>Truecaller claims to be the third largest communication platform in India, after Facebook and WhatsApp.</li></ul>Caller identification and spam blocking app Truecaller — which will soon go for an initial public offering (IPO) in Nasdaq Stockholm, Sweden — is worried that India’s personal <keyword id="4839724" type="General" weightage="20" keywordseo="data-protection-bill" source="Orion">data protection bill</keyword> may end up to be a business risk for the company.<br /><br />The<a href="https://www.businessinsider.in/tech/news/indias-new-data-protection-bill-makes-a-good-show-of-user-rights-but-can-it-deliver-on-its-promises/articleshow/81422687.cms"> personal data protection bill</a> is yet to be approved by the Indian parliament. Any data that can identify an individual — like names, addresses, financial information, IP addresses, cookies, device IDs and other data — are covered under the Personal Data Protection Bill, 2019.<br /><br />The bill includes requirement of notice and prior consent to use individual data, which limited the purpose for which the companies had processed this data for. These restrictions are put in place so that only necessary data is collected. The Indian government with this will wants to ensure that personal data of Indian citizens is safeguarded and not stored overseas. <br /><br />Truecaller highlighted this bill as one of the risks factors to its business in the <a href="https://corporate.truecaller.com/cms/18eb93ba-f68b-4446-829c-9d1ad3add6a5_TruecallerAB_prospectus2021.pdf">IPO prospectus</a>. It plans to raise SEK 1 billion, which is about $116 million.<br /><br /><strong>What does Truecaller say?<br /></strong><br />“If adopted, the act, which is<a href="https://www.businessinsider.in/tech/news/indias-personal-data-protection-law-versus-europes-gdpr/articleshow/81504058.cms"> broadly modelled on the GDPR </a>[European Union’s General Data Protection Regulations] will establish a mechanism for protection of personal data and would set up a national data protection authority. It is possible that this act, if adopted and depending on the final form, could have unanticipated adverse effects on Truecaller’s business,” Truecaller said, in the IPO prospectus.<br /><br />“Additionally, if third parties that Truecaller works with — such as advertisers, service providers or developers — violate applicable laws or Truecaller’s policies, these violation may also put Truecaller’s information at risk and could in turn have an adverse effect on Truecaller’s business, revenue and financial results,” the company added. <br /><br />Penalties proposed under the data protection bill, 2019<br /><table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;" class="redcator-table-advance"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Offence<br /><br /></td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Penalty<br /><br /></td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Processing or transferring personal data in violation of the bill<br /><br /></td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Fine of ₹15 crore or 4% turnover, whichever is higher <br /><br /></td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Failure to conduct data audit<br /><br /></td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Fine of ₹5 crore or 2% annual turnover, whichever is higher<br /><br /></td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Re-identification and processing of de-identified data without consent<br /><br /></td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Imprisonment of up to three years, or fine, or both<br /><br /></td></tr></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody></table><br /><strong>Why will a regulation in India impact Truecaller’s overall operations?</strong><br /><br />The personal data protection bill will impact Truecaller’s operations in India, which contribute about 69 percent to its overall revenue. So even a minor impact coming from India could have larger implications for this Sweden-based company.<br /><table style="border-width: initial; border-style: none;" class="redcator-table-advance"></colgroup><tbody><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;"><br /></td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">January-June 2020<br /><br /></td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">January-June 2021<br /><br /></td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Operating revenue (global)<br /><br /></td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">SEK 169,538,000 ($19 million)<br /><br /></td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">SEK 424,670,000 ($48 million)<br /><br /></td></tr><tr><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Loss for the period<br /><br /></td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">SEK 36,413,000 ($4 million)<br /><br /></td><td style="border-left:solid #000000 1pt;border-right:solid #000000 1pt;border-bottom:solid #000000 1pt;border-top:solid #000000 1pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">SEK 117,622,000 ($13 million)<br /><br /></td></tr></tbody><tbody></tbody><tbody></tbody><tbody></tbody><tbody></tbody></table><br />Truecaller is the third largest communication platform in India, after Facebook and WhatsApp. About 73% — or 205 million — of its 278.1 million monthly active users are from India. It also counts companies like Uber India, Swiggy, Airtel, Flipkart, Byju’s, Urban Company, HDFC Bank, Unacademy, among others, as its key customers. <br /> <br />India is also the biggest market for Truecaller in terms of workforce as 55% of its employees are based in the country.<br /><br /><strong>SEE ALSO</strong><br /><a href="https://www.businessinsider.in/stock-market/news/tata-motors-tcs-hdfc-bank-icici-bank-and-other-trending-stocks-ahead-of-rbis-monetary-policy-meet/slidelist/86857252.cms">Tata Motors, TCS, HDFC Bank, ICICI Bank and other trending stocks ahead of RBI’s monetary policy meet</a><br /><br /><a href="https://www.businessinsider.in/business/auto/news/heres-why-tata-motors-is-red-hot-even-when-82-of-its-business-is-still-in-the-woods/articleshow/86849799.cms">Here’s why Tata Motors is red hot even when 82% of its business is still in the woods</a><br /><br /><a href="https://www.businessinsider.in/tech/news/google-and-youtube-say-they-will-cut-off-climate-change-deniers-from-being-able-to-monetize-their-content-and-display-ads/articleshow/86856039.cms">Google and YouTube say they will cut off climate-change deniers from being able to monetize their content and display ads</a><br />

Ahead of its $116 million IPO, Truecaller says India's upcoming data protection bill may affect future earnings

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How Truecaller Helped Spotify and Zoomcar Reach 500 Million Impressions in a Day

Samarpita Banerjee

Ahead of its $116 million IPO, Truecaller says India's upcoming data protection bill may affect future earnings

Kritti Bhalla

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