The Unified Payments Interface (UPI) has transformed India’s financial landscape, making transactions faster, safer, and more accessible.
However, the rapid adoption of digital payments has also paved the way for an alarming increase in scams, including phishing attacks, fraudulent payment links, and other deceptive tactics aimed at exploiting users.
In a creative effort to combat these challenges, the National Payments Corporation of India (NPCI) has teamed up with The Times of India to revive R.K. Laxman’s beloved “Common Man” character. This iconic figure, synonymous with simplicity and sharp observational humor, now leads the “Conman vs Common Man” campaign, a powerful initiative to raise awareness about digital payment fraud.
The campaign, developed in collaboration with the creative agency tgthr., employs comic strips featuring the Common Man as he deftly outmaneuvers tech-savvy scammers. Through relatable stories, the Common Man showcases how vigilance and wit can thwart attempts to deceive unsuspecting users. Published in multiple languages, including Hindi, English, Kannada, and Marathi, these comic strips are designed to resonate with a diverse audience across India.
According to Aalap Desai, Co-founder and Chief Creative Officer of tgthr., the ever-evolving tactics of digital scammers necessitate a smarter approach to creating awareness. He remarks, “Scammers today use sophisticated methods, leveraging technology and social engineering to trick people. By bringing back the Common Man, we provide a familiar, witty, and humorous guide to teach people how to avoid falling prey to such schemes.”
The Common Man, often seen as a silent observer of India’s societal shifts, is a fitting symbol for this campaign. Sameer Sainani, President of Optimal Media Solutions, highlights the importance of this revival: “The Common Man has always reflected the spirit of the times. In today’s digital age, his humor and innocence provide an effective way to address concerns around digital payment security. The campaign’s relatable storytelling strikes a chord with people, making them laugh while also learning to protect themselves.”
Ramesh Yadav, Chief Marketing Officer at NPCI, emphasizes the campaign’s broader goal: “As UPI and digital payments continue to expand, ensuring secure usage is paramount. The partnership with The Times of India and the Common Man allows us to deliver critical safety messages in an engaging and memorable way. This initiative empowers users to embrace digital transactions with confidence while staying alert to potential risks.”
“Conman vs Common Man” goes beyond traditional awareness campaigns. By blending humor with valuable insights, it equips users with practical tips to recognize and avoid scams. The Common Man’s humorous escapades against scammers serve as a reminder that vigilance is the key to navigating the digital payment landscape safely.
