Unified Payments Interface (UPI) has revolutionised transactions in India, offering ease, safety, and real-time payments. However, the surge in digital payments has been accompanied by a rise in scams, from phishing to fake payment links, targeting unsuspecting users.
To combat this, the National Payments Corporation of India (NPCI) and The Times of India have revived R.K. Laxman’s iconic “Common Man” character, a cultural symbol of resilience and wit. Renowned for addressing societal issues with sharp humour, the Common Man is now the face of the “Conman vs Common Man” campaign, designed to educate the public on digital payment safety.
In collaboration with creative agency tgthr., the campaign uses comic strips to depict the Common Man cleverly outsmarting scammers attempting to dupe him with phishing schemes or fraudulent investments. These strips, appearing in Hindi, English, Kannada, and Marathi across newspapers, emphasise vigilance and inspire trust in UPI.
Aalap Desai, Co-founder & CCO, tgthr., says, “A smarter strain of crime calls for a smarter kind of criminal. Scammers today are ever-evolving and highly tech-savvy, using social engineering to scam people out of their life savings. With NPCI, we realised that the reason for this evolution is that awareness drastically reduces the success rate of these scams. It might sound like a cliché, but the answer was in the brief itself. The need of the time is a widely popular character, recognised by the whole country, with wit that remained unchanged in an ever-changing world, so even a layman can laugh and learn at the same time. Reminds you of someone?”
Sameer Sainani, President of Optimal Media Solutions, says, “Our iconic ‘Common Man’ has been a witness to every event that has defined India. Digital payments, a defining moment in our nation’s tech prowess, have seen widespread adoption, notwithstanding emerging challenges. tgthr. has successfully captured the essence of this beloved character for NPCI’s digital safety initiative. By utilising the ‘Common Man’s’ signature wit and innocent humour to address the growing concern of digital duping shows a powerful problem-solving approach. This has resonated with today’s India, making it a potent tool in combating scams.”
Ramesh Yadav, Chief of Marketing, NPCI, said, “We’re excited to partner with The Times of India and the Common Man to promote digital payment safety. As digital transactions become more widespread, it’s crucial to understand how to use them securely. This campaign educates everyone on avoiding scams through an engaging narrative. By reintroducing the Common Man, we emphasise the timeless values of caution and insight, helping everyone navigate the digital world safely.”
More than an awareness initiative, “Conman vs Common Man” promotes secure digital transactions, empowering users to safeguard themselves. Through the Common Man’s relatable humour, the campaign envisions a cashless, safe, and scam-free digital economy for India.
