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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'

Lahore [Pakistan], February 11 (ANI): Pakistan's legendary poet and playwright Amjad <keyword id="16466638" type="General" weightage="50" keywordseo="islam-amjad" source="Orion">Islam Amjad</keyword> is no more. He was 78. As per Dawn, Amjad died of a heart attack on Friday in Lahore. After learning about the unfortunate news, singer Adnan Sami, who had collaborated with Amjad on several projects, extended his heartfelt condolences. Taking to Instagram, Adnan wrote, "Saddened to learn of legendary poet Amjad Islam Amjad Sahib's passing away...He was not only a literary genius but also a generous, warm and loving soul. I will always cherish our times together." <a href="https://www.instagram.com/p/CofzR0WMaop/?hl=en" target="_blank">https://www.instagram.com/p/CofzR0WMaop/?hl=en</a> Amjad had penned the lyrics of Adnan's popular track '<keyword id="16466639" type="General" weightage="50" keywordseo="kisi-din" source="Orion">Kisi Din</keyword>'. Actor Imran Abbas, too, mourned the death of Amjad Islam Amjad. "End of an era. Amjad Islam Amjad Sahab is no more. Today is the saddest day for Urdu poetry. Inna Lillahe wa <keyword id="16466637" type="General" weightage="50" keywordseo="inna-elehe-rajeoon" source="Orion">Inna elehe Rajeoon</keyword>," Abbas tweeted. <a href="https://twitter.com/ImranAbbas/status/1623938425333358593" target="_blank">https://twitter.com/ImranAbbas/status/1623938425333358593</a> Born in 1944 in Lahore, Amjad won acclaim as a poet of love and romance. He received several awards including the Pride of Performance and Sitara e Imtiaz for his literary work. 'Waaris', 'Samandar', 'Waqt', 'Dehleez', 'Raat' and 'Apne Log' were among his most popular screenplays. He also translated the poetries of the African poets in Urdu called <keyword id="16466636" type="General" weightage="50" keywordseo="kale-logon" source="Orion">Kale Logon</keyword> ki <keyword id="16466634" type="General" weightage="50" keywordseo="roshan-nazmein" source="Orion">Roshan Nazmein</keyword>. The popular Bollywood song '<keyword id="16466635" type="General" weightage="50" keywordseo="man-ki-lagan" source="Orion">Man Ki Lagan</keyword>' was also written by Amjad. (ANI)

Poet Amjad Islam Amjad who wrote Man Ki Lagan, passes away at 78

Terming the state budget as "revolutionary," Maharashtra Chief Minister Eknath <keyword id="20040955" type="General" weightage="20" keywordseo="shinde" source="keywords">Shinde</keyword> said that this budget in a true sense empowers women, youth, and farmers through various schemes worth Rs 1 lakh crore. He said that this budget is revolutionary and would make the future of weaker sections, farmers, and youth bright. Stating that the budget was a resolve to give a new direction to Maharashtra, <keyword id="20062947" type="General" weightage="20" keywordseo="CM-Shinde" source="keywords">CM Shinde</keyword> said that this budget has an "unending chant of the <keyword id="22227448" type="General" weightage="20" keywordseo="development-of-Maharashtra" source="keywords">development of Maharashtra</keyword>". Deputy Chief Minister and Finance Minister <keyword id="19941791" type="General" weightage="20" keywordseo="Ajit-Pawar" source="keywords">Ajit Pawar</keyword> on Saturday presented the additional budget for the year 2024-25 in the state assembly. The Finance Minister had presented the interim budget in February. Stating that the budget has important provisions to help women and unemployed youth to stand on their own feet, the Chief Minister said that "Chief Minister Majhi Laadki Baheen scheme, free vocational education to girl students, Chief Minister Annapoorna scheme which gives 3 cylinders per year to eligible families, project worth Rs 15 thousand crores for providing free electricity to farmers during day time, Chief Minister Baliraja electricity concession scheme which provides free power to farmers using agricultural pumps, training to 50 thousand youth every year to convey government schemes to masses and resolve to remove poverty of the weaker sections of the society have made this budget special." He said that provisions like free education to girl students for engineering, pharmacy, and medical education along with degree and diploma courses along with Rs. 1500 per month to every woman prove that the government has expressed its responsibility towards women of the state. Stating that the budget proves that it stands behind the farmers, Chief Minister Shinde said that the issue of food-grain storage would be resolved through schemes like Godown per village. He said that the lives of farmers would be transformed through various provisions in the budget which include financial assistance to cotton and soybean growers, special campaigns to complete irrigation projects, and solar pumps on demand. Pointing out that the decision to celebrate the coronation of <keyword id="19966480" type="General" weightage="20" keywordseo="Chhatrapati-Shivaji-Maharaj" source="keywords">Chhatrapati Shivaji Maharaj</keyword> through a ceremony every year at Fort Raigad is important, the Chief Minister said that other decisions include recommending the annual Pandharpur pilgrimage for the UNESCO World Heritage along with the rock sculptures in Konkan, Dahi Handi celebration are efforts towards the preservation of history and culture of the state. He said that the budget provides Rs 20,000 to every Dindi (the troops participating in the annual Pandharpur pilgrimage) and it has made the announcement of making arrangements for medical treatment of pilgrims through the Chief minister's medical relief cell and provision for Nirmal Waari show commitment towards the annual pilgrim and Warkari sect. He said that a separate Warkari Mahamandal or separate Corporation for the annual pilgrims would be set up. Stating that massive investment would be made in priority sectors and the <keyword id="21313056" type="General" weightage="20" keywordseo="green-hydrogen-sector" source="keywords">green hydrogen sector</keyword>, he said that it would generate employment in a big way. He said that the chief minister's youth training scheme would impart training to ten lakh youngsters every year and a centre of excellence would be established in ITI's which would benefit the youngsters. Stating that the Sanjay Gandhi Niradhar scheme and Shrawan Bal seva state pension scheme assistance would be raised are strong steps CM Shinde said that providing for housing of various sections of society, Anand Dighe housing scheme for differently abled amply proves that the state government is taking strong steps towards removing the poverty in the state. The chief minister said that Metro routes worth 449 Kms in Mumbai, Pune, and Nagpur along with 23 thousand kilometer road stretch works under Chief Minister Gram Sadak scheme, construction of buildings of village Panchayats under Balasaheb Thackeray memorial Matoshree Gram Panchayat scheme, PM e-bus scheme in municipal corporation areas and other infrastructure works would be undertaken in a big way which would result in speedy development of the state. The monsoon session of the Maharashtra Assembly began on Thursday (June 28) and will go on till July 12. This is the last legislative session before the state assembly polls, in the next four months.

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

Samarpita Banerjee

Poet Amjad Islam Amjad who wrote Man Ki Lagan, passes away at 78

ANI

Budget resolves to give new direction to Maharashtra: CM Shinde

ANI

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