Pankaj Tripathi returns as the face of the campaign, leading a series of insightful ad films on conducting secure digital transactions
To promote the safe use of digital payment services and prevent scams, the National Payments Corporation of India (NPCI) has introduced the UPI Safety Awareness campaign, Main Moorkh Nahi Hoon, according to a press statement issued by NPCI. Developed by Ogilvy, the campaign aims to equip citizens with essential skills to counter common risks and threats posed by scammers.
“While UPI is inherently safe, concerns over fraudulent activities have left some users feeling vulnerable. This campaign proactively reinforces UPI's security and robustness in users' minds, offering them the skills to carry out secure digital transactions and encouraging them to actively protect themselves,” according to the press statement.
Pankaj Tripathi, the campaign’s brand ambassador, will feature in a series of six ad films that spotlight common tactics scammers and fraudsters use to deceive people. Produced in 11 Indian languages, these films are designed to reach India’s diverse population, helping to raise awareness nationwide.
These ads shine a light on SMS phishing and easy online money schemes, highlight prevalent scam techniques, and urge the audience to recognize such attempts. They remind them not to allow scammers to exploit their kindness as a weakness. Two films in the series, Moongfaliwala and Paanwala, featuring Pankaj Tripathi in roles matching the titles, have already been released.
Dilip Asbe, Managing Director & CEO, NPCI, said: "As India moves towards a digital-first future, it is important to empower citizens to prevent digital frauds. We believe this Digital Public Good campaign, through impactful and relatable stories, will empower users and equip them with the knowledge and skills to identify and fight online scams. User awareness is important to build trust in digital payment services and promote financial inclusion."
NPCI was incorporated in 2008 as an umbrella organization for operating retail payments and settlement systems in India. NPCI has created a payment and settlement infrastructure in the country. It has changed the way payments are made in India through a bouquet of retail payment products such as RuPay card, Immediate Payment Service (IMPS), Unified Payments Interface (UPI), Bharat Interface for Money (BHIM), Aadhaar Enabled Payment System (AePS), National Electronic Toll Collection (NETC) and Bharat BillPay.