HDFC Securities’ campaign ‘#KnowYourMoney’ has secured the 33rd position in IMPACT’s Top 75 Campaigns of 2025, earning recognition for its sharp storytelling and socially relevant messaging around financial awareness and fraud prevention.
The campaign features a strong ensemble cast, including Manoj Pahwa, Bhuvan Arora, Sapna Sand, Shrikant Verma, Nutan Surya, Simran Shah, and Siddhant, and uses humour and relatability to bridge the gap between awareness and action. At the heart of the campaign is the cleverly conceived ‘Fraudster Family’, a fictional household that exposes how modern-day scams operate.
In the film, Bhuvan Arora’s character announces to his father, played by Manoj Pahwa, that he no longer wishes to continue the family business. The revelation shocks the household, prompting a barrage of disapproval. Pahwa’s character reminds him that theft runs in their blood, remarking, “We’re born thieves, not lazy ones.” What follows is a darkly humorous discussion on how fraud has evolved from breaking into homes to sliding into DMs. The family debates shifting to online scams, fake investment promises, and a ‘modern’ digital makeover. The film concludes with a poignant reminder that, while methods may change, fraudsters still exist, urging audiences to remain vigilant and invest wisely.
The campaign was curated by The Script Room, with the creative direction led by Nitesh Tiwari.
For the 2025 rankings, the IMPACT editorial board evaluated hundreds of campaigns across key parameters such as narrative clarity, creative execution, originality, production quality, and overall impact, placing HDFC Securities’ ‘#KnowYourMoney’ among the standout brand narratives of the year.
