Indian Bank has rolled out a new digital campaign, Khabar Nahi, Khabardar Bano, aiming to educate customers about cyber fraud and preventive measures. Conceptualised by Goldmine Advertising, the campaign tackles the rise in cybercrime, leveraging relatable scenarios to highlight the risks of online scams.
“There’s a deep-rooted fear of judgment that stops people from talking openly about online scams. Our goal was to not just make films, but also raise awareness while connecting personally with people. We wanted to build a connection with viewers while offering practical advice that feels approachable rather than overwhelming,” Shivani Desai, associate vice president – brand solutions, Goldmine Advertising, said.
As digital transactions surge, so do cases of cyber fraud. Indian Bank’s campaign includes a series of short films that explore various cyber threats, such as phishing, payment fraud, and identity theft. The films focus on dispelling the stigma surrounding cybercrime victims and emphasise vigilance as the first step in prevention.
“Each film delves into a specific type of fraud, offering viewers clear insights on how to identify and avoid these scams. The campaign taps into the relatable insight that becoming a victim of fraud often leads to social scrutiny, using humour and authenticity to deliver a memorable message.”Imran Khan Hanafi, Group Creative Director at Goldmine Advertising, said.
While the effort to inform customers is commendable, the campaign walks a fine line between awareness and overstating risks. With an increasingly digital-savvy population, will these films truly move the needle in changing behaviour, or are they just another box ticked in the age of mandatory consumer education campaigns? Time will tell if this initiative becomes more than just a watch-and-forget exercise for viewers.