Ad Campaigns
NPCI unveils UPI safety awareness campaign – ‘Main Moorkh Nahi Hoon’
Mumbai: The National Payments Corporation of India (NPCI) has launched the UPI safety awareness campaign ‘Main Moorkh Nahi Hoon’, aimed at educating citizens about the safe use of digital payment services and preventing scams. Conceptualised by Ogilvy, the campaign seeks to equip users with the skills to identify and counter common threats and scams in the digital space.
Although UPI is a secure platform, concerns over fraud have made some users wary of digital transactions. This initiative focuses on reinforcing UPI’s security features while offering practical advice on conducting safe transactions, encouraging individuals to take responsibility for their digital security.
Pankaj Tripathi, the campaign’s brand ambassador, stars in a series of six ad films that highlight prevalent scam tactics such as SMS phishing and deceptive online money schemes. The films, produced in 11 languages, are designed to reach a wide Indian audience, raising awareness across different regions and communities.
Two films in the series, Moongfaliwala and Paanwala, have already been released. These ads emphasise the need for vigilance and remind people not to let scammers exploit their kindness. The campaign aims to empower users to protect themselves from fraud and promote confidence in using UPI for secure transactions.
NPCI MD & CEO Dilip Asbe said, “As India moves towards a digital-first future, it is important to empower citizens to prevent digital frauds. We believe this Digital Public Good campaign, through impactful and relatable stories, will empower users and equip them with the knowledge and skills to identify and fight online scams. User awareness is important to build trust in digital payment services and promote financial inclusion.”
Ogilvy India chief advisor Piyush Pandey said, “This campaign recognises and salutes the common man with common sense. Enough common sense to protect himself/herself from being cheated by thieves and frauds. The common man becomes an influencer whose confidence is an inspiration, for everyone like you and me, to be smarter, and not be treated like a naive person, vulnerable to the cheats. Therefore, the line ‘Main Moorkh Nahi Hoon’.”
The 360-degree media campaign aims to increase user education and reduce online scams, thereby boosting confidence in digital payments.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
