#SlamTheScams

Celebrating World Investor Week, organized under the aegis of IOSCO and SEBI, this campaign by CDSL IPF aims to help investors, particularly those in Tier II and Tier III cities, stay informed and make safer financial choices. Building on this concept, CDSL IPF’s latest #SlamTheScams campaign steps in, aiming to empower individuals with informed investing.

While the #SlamTheScams campaign seeks to spread awareness around various investment-related frauds, its major aim is targeting individuals aged 20-40 across smaller Indian cities. Through interactive and creative media, the campaign educates people on protecting their financial assets and making safe, well-informed investment decisions. The goal is simple: empower everyone to become an ‘Atmanirbhar Investor’—self-reliant and knowledgeable enough to avoid scams.

Additionally, the campaign features a catchy rap song with lyrics that guide us on staying safe from scams, thereby blending education with one of our favorite forms of expression: music. This approach makes learning wise investing enjoyable and reminds us that financial security can be both fun and accessible. By using multiple languages, such as Hindi, Punjabi, and other regional languages, the campaign video leverages regional communication to reach a larger audience.

Moreover, to ensure widespread engagement and education, the campaign employed innovative tools and activities:

AR filter: A fun and interactive Augmented Reality filter was introduced where users could control an investor character and help them dodge scams like fake stock tips or phishing attempts. This engaging filter helped educate participants on spotting scams while keeping them entertained.

Audio stories: A series of seven Hindi audio episodes, released over a week, covered topics ranging from fraud detection to scam alerts, hosted on platforms like KukuFM. These stories raised awareness of scams and how we can encounter them, making the issue more relatable, accessible, and memorable for listeners.

Rap song & Music video: Five regional rappers performed a multilingual rap song in Hindi, Marathi, Punjabi, Bengali, and Tamil, urging people to stay alert and swipe away fake tips. The accompanying music video, set in an ‘Investment Fitness Center,’ brought energy and vibrancy to the message, driving home the importance of smart investing.

Sand art installation: In collaboration with renowned sand artist Sudarshan Pattnaik, a powerful visual statement was created at Puri Beach, Odisha, to raise awareness about investment scams. This art installation served as a reminder for investors to be vigilant and safeguard their hard-earned money.

Cyclothons: Fitness and financial awareness merged through cyclothons held in multiple cities, encouraging participants to stay healthy while remaining alert against financial fraud.

Additionally, a multi-faceted social media strategy was rolled out to maximize the campaign’s reach. Contests and interactive activations on Facebook, Instagram, and Twitter sparked engagement, including the AR filter contest, where participants guided an investor character through scam-related obstacles to win daily prizes, the quiz contest on financial scams, which sparked discussions about common frauds, and the rap song contest, inviting younger audiences to recreate the hook step from the rap video. In the audio stories contest, participants shared personal stories of scams they had experienced, spreading awareness while rewarding honesty and vulnerability. These contests aimed to educate, entertain, and empower participants to make safer financial choices.

Ensuring the content resonated with audiences across India, the rap song, AR filter, and audio stories were promoted programmatically, with a special focus on regional markets like Maharashtra, West Bengal, Punjab, and Tamil Nadu.

The #SlamTheScams campaign is more than just raising awareness—it's a call to action. In a world where financial fraud can have serious consequences, this campaign urges everyone to take charge of their financial security by becoming Atmanirbhar Investor.