Kyoorius Creative Awards
Film

Red Is The New Black
Brand: Truecaller
Client: Truecaller
Entrant: The Womb Communication LLP

Baby Blue Elephant

Entry Title:	Red Is The New Black
Brand:	Truecaller
Client:	Truecaller
Entrant Company:	The Womb Communication LLP
Description:	Smartphones are increasingly being adopted by senior citizens in India, to connect with their loved ones and the world. However, this has made them vulnerable to scammers who view them as easy targets. Seniors often lose their life-savings in just simple conversations with crafty scammers. Police and cyber-cells are unable to provide recourse. Families treat them as simple-minded phone-users clicking on the wrong links. They are left feeling helpless and seething... Although Truecaller (Caller-ID & spam-blocking app) provided convenience (identification of unknown calls) and efficiency (which calls to take & which not), it had use among few: the tech-proficient. To appeal to a not-so-tech-savvy audience, especially in Tier 2-3 India, we needed to position Truecaller as a saviour from FRAUD, going beyond its basic functions. How? Drawing inspiration from a cultural practice in India: of publicly shaming perpetrators by plastering their faces with ‘black’ colour, we recontextualised this for Truecaller, which uses the colour ‘red’ to mark illegitimate numbers. Our film cinematically demonstrates how ‘anybody’ could identify and mark fraudsters in red on Truecaller, empowering them to help others and take control. The film ends with the triumphant faces of seniors who have reclaimed power and peace.
English Translation:	Hello Tourist, OTP…OTP Won a lottery…Lottery Share your bank details OTP…OTP Now we’ll identify those who cheat us. With Truecaller, if you have ill intentions, Your call will be red.
Company Credits:	Chrome Pictures - Production House
Company Credits:	Truecaller - Client
Individual Credits:	Navin Talreja - Co-Founder
Individual Credits:	Kawal Shoor - Co-Founder
Individual Credits:	Mitali Kamat - Strategy Lead
Individual Credits:	Neha Punjabi - Strategy Lead
Individual Credits:	Rohit Sharma - Creative Lead
Individual Credits:	Rajat Pandey - Business Head
Individual Credits:	Dhawal Jadwani - Business Lead
Individual Credits:	Suyash Khabya - Creative head
Individual Credits:	Paritosh Lonkar - Creative lead
Individual Credits:	Saheef Giriyal - Brand Partner
Individual Credits:	Ramanathan Venkataramani - Strategy Partner
Individual Credits:	Puja Jhunjhunwala - Strategy Partner
Individual Credits:	Gaurav Joshi - Strategy Partner
Individual Credits:	Manasi Mankatty - Research Lead
Individual Credits:	Kari Krishnamurthy - CCO, Truecaller
Individual Credits:	Ashwani Sinha - Vice President, Global Brand Truecaller
Individual Credits:	Manan Shah, Marketing Director Truecaller
Individual Credits:	Tara Kumar, Brand Manager Truecaller