Kyoorius Creative Awards
Film
Online Films > Campaign
KYOORIUS CREATIVE AWARDS - Film (Online Films > Campaign)
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MP4
1m:15s
MP4
45s
MP4
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MP4
2m:05s
Red Is The New Black
Brand: Truecaller
Client: Truecaller
Entrant: The Womb Communication LLP
Baby Blue Elephant
Entry Title: | Red Is The New Black |
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Brand: | Truecaller |
Client: | Truecaller |
Entrant Company: | The Womb Communication LLP |
Description: | In Tier 2-3 India, mobile phones are a window to freedom and self-expression as they rely on it to seek opportunities and have access to a larger world. However, her accessory to freedom becomes her own enemy, as she's plagued by harassment calls from unknown numbers. Unable to seek help from her family (she’ll be blamed for “attracting” such calls) or from the police (no proper cybercrime redressal system), she is left feeling helpless and seething inside. Although Truecaller (Caller-ID & spam-blocking app), provided convenience (identification of unknown calls) and efficiency (which calls to take & which not), it was only popular in urban India. To appeal to a wider audience, we needed to position Truecaller as a saviour from harassment, 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 women can now identify and mark harassers in red on Truecaller, empowering them to help others and take control. The emotional journey of suppressed anger culminates in a cathartic celebration of regained power and peace. |
English Translation: | Now we’ll identify those who harass 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: | Ankita Sawant - Creative Partner |
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 |