As we get closer to the festive season, we notice that brands are relying on ‘topical moments’ to create impactful advertising. Season two of Truecaller’s Jam the Scam, starring legendary comedian Johny Lever and his children Jamie and Jesse Lever, premiered this holiday season. Jam the Scam Returns is a witty take on dealing with serious issues like telemarketing scams.
The Bollywood-style trailer, which is followed by two videos, is not only a laugh riot for the audience, but also a great PSA to stay vigilant during Diwali.
We are pleased to give Jam the scam Season 2 to our users, building on our previous year’s learnings and assisting individuals in avoiding similar scams. We’ve tried to convey an essential message in a way that people will comprehend while also enjoying viewing.”
The Jam the Scam Season 2 campaign, which featured the Lever trio and was conceptualised by Virality Media, went live on both TV and internet, with a strategic partnership with MX Takatak, and garnered over 1.8 million plays. With over 200 million views and 100,000+ hours of watch time across all social platforms, the campaign was a holiday blockbuster. It’s not every day that a great actor like Johnny Lever prank calls someone and wastes their time, all in the name of ensuring that regular folks may enjoy spam-free holiday celebrations.
That’s hardly the kind of greeting you see every day!”Jam the Scam holds a special place in our hearts; it was our first cooperation with Truecaller, and it paved the way for some incredible work in the past,” says the team explain stated Saanand Warrier, CEO of Wirality, when asked about the campaign.
As a result, we wanted to make this year’s ad unique while maintaining the essence of last year’s, and Johny Lever and his family easily integrated into the campaign. Working with Truecaller’s dynamic staff has been a terrific experience once again. Truecaller’s Caller ID tool helps more than 20 million Indians identify, block, and report scammers in their daily lives. Scams involving gift cards, lottery tickets, and other similar items increase by around 150 percent during the holidays, according to data.
The concept of forming a vigilante organization that calls scammers and wastes their time on purpose resonated so well with the public that it spawned over 200 memes. The next step would be to raise awareness in regional languages, with a particular focus on cultural contexts.“
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