The National Payments Corporation of India (NPCI) has launched an impactful safety awareness campaign titled “Main Moorkh Nahi Hoon” to promote secure digital transactions on the Unified Payments Interface (UPI).
Partnering with acclaimed actor Pankaj Tripathi, the initiative aims to educate the public on recognizing and preventing common digital scams, encouraging safe practices in online payments.
Developed by Ogilvy, the campaign highlights typical fraud tactics and gives users practical tips to identify and avoid potential digital traps. While UPI is known for its robust security, the rise in phishing schemes and other online scams has created concerns among users. NPCI’s campaign seeks to build confidence by arming users with knowledge to recognize fraudulent behavior and avoid falling prey to scams.
The campaign brings Tripathi’s relatable and trusted persona to the forefront, with the actor featured in six short films that illustrate various scams commonly encountered by UPI users. To ensure the message reaches audiences across India, the ads have been translated into 11 languages, covering topics like SMS phishing and suspicious money schemes. Two ads in particular, Moongfaliwala and Paanwala, showcase Tripathi in familiar, everyday roles, making the issue more relatable to viewers from all walks of life.
With the tagline “Main Moorkh Nahi Hoon” (I am not a fool), the campaign encourages users to stay vigilant and think twice before engaging with unknown messages or money requests. It conveys that by being informed and aware, people can protect themselves from scams. NPCI’s Managing Director & CEO, Dilip Asbe, expressed the organization’s commitment to empowering citizens, saying, “As India embraces digital payment technology, educating users on fraud prevention is essential. This campaign equips people with knowledge to make safer digital transactions, helping build trust in digital financial services.”
Ogilvy’s Chief Advisor, Piyush Pandey, also emphasized the campaign’s message, stating, “This campaign is about celebrating people’s common sense. By recognizing scams, anyone can avoid becoming a victim. ‘Main Moorkh Nahi Hoon’ is a reminder that with a little awareness, the ordinary person can outsmart fraudsters.”
The “Main Moorkh Nahi Hoon” campaign is being promoted through a wide range of platforms including TV, print, radio, OTT, cinema, and social media. NPCI’s 360-degree strategy aims to increase awareness on safe UPI use, reaching audiences of all ages and backgrounds to ensure secure, trustworthy digital payments.
By empowering citizens to navigate digital payments safely, NPCI hopes to reduce fraud risks and enhance user confidence, ensuring that the digital payments landscape remains safe and accessible for all.
