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Truecaller claims 3X ad growth, VP cites Patanjali's unprecedented rise

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MUMBAI: Truecaller claims to have reached a new milestone as a mobile in-app publisher, achieving a record 200 million impressions in a single day.

The daily impression rate on Truecaller’s in-app advertising platform has grown by over 300 per cent in the past year. The monumental traction is a product of Truecaller’s innovation as a one-stop solution for communication, payments, and now, brand engagement. Real estate on Truecaller has appreciated to the extent that over 70% of existing advertisers have decided to continue to invest in Truecaller’s mobile advertising inventory. Truecaller’s direct-to-consumer connect has attracted new interest of brands across the spectrum of FMCG, consumer electronics, and automobiles from brands like Mondelēz, Samsung, Himalayan and Maruti among many more.

Truecaller VP sales and head of India operations Tejinder Gill said, “This shows that the mobile ad eco-system has an incredible potential in India. At Truecaller, we are constantly looking for innovative ways to add value to the lives of not only our customers, but our partners’ as well. With Patanjali, we saw a cult favorite brand that has witnessed unprecedented growth by offering a differentiated product."

Patanjali, India’s homegrown leader in Ayurveda, leveraged Truecaller in a one-day app inventory takeover, resulting in a new benchmark for both Patanjali and Truecaller.

Patanjali’s digital agency MangoData co-founder and CEO Santosh Kumar said “What began as crafting an innovative campaign for Patanjali has surpassed our expectations in terms of both impressions delivered, which were upwards of 200 million and click-based engagement of over 430,000 in a single day. Leveraging the strong association customers have with Truecaller and supported by a 100 per cent share of voice on the platform, has helped us target the right customer with the right offering and narrative from our portfolio.”

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