Description
Every other day, UPI scammers in India were coming up with new tricks to defraud people of their money. In 2024 alone, people lost over INR 1087 crores to such scams. It became critical to quickly educate citizens about the basics of UPI safety and these frauds.
The Maha Kumbh, attended by 660 million people, provided the perfect cultural and topical context to fight a very topical evil — UPI frauds. Interestingly, beyond the Holy Dip, the festival also hosted a massive fair where people made countless purchases.
Enter, Anti Scam Shala, a campaign that turned newspaper pouches, commonly used by small shopkeepers across India to pack customer purchases, into scam-awareness lessons. We replaced the traditional newspaper pouches with specially designed ones featuring NPCI’s existing scam-awareness ads in multiple languages. These were distributed for free to 207,000+ vendors, who handed them out with every purchase. What made this powerful was its cultural familiarity, as people often read these pouches out of habit and curiosity. This hyper-local outdoor medium turned the Maha Kumbh into the world’s largest scam-awareness drive.
This professional campaign titled 'Anti Scam Shala' was published in India in February, 2025. It was created for the brands: National Payments Corporation of India and The Times of India, by ad agency: tgthr.. This Ambient and Experiential media campaign is related to the Finance and Public Interest industries and contains 1 media asset. It was submitted 6 months ago.
