Mumbai: The National Payments Corporation of India (NPCI) has launched a new UPI Safety Awareness Campaign titled “Main Moorkh Nahi Hoon” aimed at educating Indian citizens on conducting secure digital transactions and protecting themselves from fraud. The campaign, conceptualized by Ogilvy, focuses on raising awareness about common scams and equipping users with practical skills to identify and avoid digital fraud.
While the Unified Payments Interface (UPI) system is widely regarded as secure, rising concerns about digital scams and frauds have led some users to feel vulnerable. Through this campaign, NPCI seeks to reassure users about the robustness of UPI and provide them with the tools needed to protect themselves from online scams.
Renowned actor Pankaj Tripathi returns as the face of the campaign, starring in a series of six ad films that delve into various tactics used by fraudsters to deceive people. The ads, produced in 11 languages to cater to India’s diverse population, aim to create widespread awareness about common online scams such as SMS phishing and fraudulent money schemes.
The campaign’s key message centers around the idea of empowering users to recognize and resist these scams, with a strong call to action: “Main Moorkh Nahi Hoon” (I am not a fool). Two films in the series—Moongfaliwala and Paanwala—featuring Tripathi in relatable, everyday roles, have already been released, highlighting scams that are common across India.
Speaking about the campaign’s launch, Dilip Asbe, Managing Director & CEO of NPCI, said, “As India accelerates towards a digital-first future, empowering citizens to prevent digital fraud is critical. Through this campaign, we aim to provide users with the knowledge and skills to safeguard their digital transactions and help them make informed choices. Awareness is key to building trust in digital payment services and driving financial inclusion.”
Piyush Pandey, Chief Advisor at Ogilvy India, shared his thoughts on the campaign: “This initiative celebrates the common man’s common sense. It encourages individuals to protect themselves from scams by being vigilant and aware of deceptive tactics. The phrase ‘Main Moorkh Nahi Hoon’ underscores the idea that the ordinary person can be smart and informed, preventing themselves from falling victim to fraud.”
The UPI Safety Awareness Campaign will be rolled out across multiple media platforms, including television, print, radio, OTT, cinema, digital, and social media. The 360-degree media strategy is designed to reach a wide audience, increase user education on safe digital payments, and reduce the risk of online scams. NPCI aims to boost consumer confidence in digital payments and ensure that citizens can engage in secure financial transactions with greater peace of mind.
As the campaign continues to unfold, NPCI remains committed to ensuring the safety of digital payment systems and empowering users to protect themselves against online fraud.
