A month after the soft launch of the app, we created and released a campaign which highlighted the essence of the app in two, 5 minute long, Bollywood style videos. Each of the two films feature archetypal, Bollywood-esque drama, where the protagonist has to accept or decline a call in a life-changing situation. Both films have two endings, one where the protagonist accepts the call and the other where he declines it. Each ending comes with its own hard-hitting consequences. The catch - if only there was a Call Reason popping up in these calls, the protagonist would have made an informed decision to accept or decline.

The social extension of the campaign includes informative, engaging and user-generated content to raise awareness for the Call Reason feature