New Delhi: Truecaller, the Sweden-based caller identification mobile application, on Wednesday launched its first ever marketing campaign—Take the right call—in India featuring actor Nawazuddin Siddiqui. The campaign created by advertising agency Contract India has been designed in line with the company’s effort to provide users the right to know who is calling them.

“This is our first advertising campaign globally. While at present most of our users in India come from the metros, with this campaign we are talking to people in tier I and tier II cities. The way smartphone penetration in these areas in growing is an indicator of the times to come," said Kari Krishnamurthy, vice president, growth and partnerships, Asia & country manager, India, in a phone interview from Stockholm.

Truecaller has over 80 million users in India, making the country its largest market, followed by the Middle East and North Africa and then the US.

The television commercial has Siddiqui reminiscing about his struggling days when he had to work as a security guard after his theatre rehearsals. During his shift he would get calls from an anonymous number.

Initially he did not answer but eventually when he took the call, it changed his life. “It is not just a TV commercial, it’s my own story. My career in the movies started with a phone call, which I was lucky enough to take after missing it a few times. Truecaller helps users do exactly that - take the right call," said Nawazuddin Siddiqui.

According to media buyer estimates, in the fist phase of the campaign the company will spend an estimated 6-8 crore across radio, television and digital media. Truecaller has bought ad time on prime properties like the ongoing India-Sri Lanka cricket series. However, its overall channel mix includes Hindi movie, music and news channels. The television commercial for Truecaller goes live this weekend. The company has also bought radio spots across 50 cities.

On the creative aspects of the ad, Ashish Chakravarty, national creative director at Contract India, said, “It is to inform the rest of India which is unaware about the opportunity Truecaller offers. That’s where Nawazuddin came in. Nawaz is the voice of the emerging India, his screen presence is magnetic and persuasive," he said.

“We saw an effortless link between the task and Nawaz’s story. In his story in the ad, the product just slips in effortlessly..," he said.