Swedish mobile phone directory and caller identification service Truecaller has launched an Indian brand campaign on Thursday called ‘Desh ka Truecaller’ (country’s Truecaller).

India is Truecaller’s biggest market and this campaign aims to strengthen the brand’s connection with its Indian users and reinforce the company’s commitment to make India spam free.

As per the company’s press release, the campaign launch is also accompanied by the launch of India-specific handles for Twitter and Instagram.

The campaign has been curated by Mind Fluid, an agency partner of Truecaller.

The idea came out of the long association that the brand has had with India and its people.

Through a couple of films and a host of digital and outdoor creatives, the campaign follows the stories of people across generations and endearing everyday real-life instances, and how Truecaller’s solutions help them ‘take the right call’.

Truecaller provides its valuable and efficient services to over 200 million people in India creating a safe communication environment.

Commenting on the launch, Manan Shah, Director of Marketing, Truecaller India, said, “India is our home market and our community has always been like our North Star, guiding us and helping us grow rapidly by spreading a positive word of mouth for us. It gives us great pride that more than 20 crore (200 million) Indians trust us, which is nearly half of the number of cell phone users in India. The message of this campaign is that of trust and to reassure people using Truecaller that we will continue to keep their communications safe and efficient.”

Harita Rao, Creative Director at Mind Fluid said, “There are many Indias in India — full of stories, full of insights. And Truecaller as a brand has been built around these stories and insights. And that is what ‘Desh ka Truecaller’ is all about – little anecdotes from life. Our hearts swell with warmth and there was a constant smile on our faces while creating ‘Desh ka Truecaller’.”