.jpg)
The National Payments Corporation of India (NPCI), in partnership with The Times of India (TOI), has launched a powerful and engaging campaign to raise awareness about the increasing digital scams targeting consumers. The campaign, titled #ConmanVsCommonMan, features the beloved character The Common Man as the hero who stands up against digital fraudsters, aiming to educate the public on how to recognise and avoid scams in today’s digital landscape.
As digital scams such as phishing emails, fraudulent calls, and SMS-based fraud continue to rise, this campaign aims to help consumers protect themselves through clear and engaging messaging. The #ConmanVsCommonMan ads have already rolled out across multiple mediums, including print, outdoor, and digital platforms, ensuring that the message reaches audiences nationwide. The campaign is available in multiple languages including Hindi, English, Kannada, and Marathi, and is being prominently featured in five of India’s leading publications: The Times of India, The Economic Times, Navbharat Times, Maharashtra Times, and Vijay Karnataka.
A Strategic Multi-Platform Approach
In just over a year of its existence, NPCI has already executed one of the most extensive and impactful campaigns in the media space. By leveraging the power of print — still one of India’s most widely consumed media forms — alongside digital and outdoor ads, the campaign has ensured a sustained presence and high recall value. This marks a long-term commitment from NPCI and TOI to fight scams and educate the public about how to stay safe in the digital world.
The #ConmanVsCommonMan campaign has been widely praised for its creative use of The Common Man character, a figure beloved by the public, to address a critical societal issue. The campaign’s humorous yet insightful approach has resonated well with consumers, helping to drive home the serious message of fraud prevention.
A Full-Funnel Communication Strategy
The campaign’s success lies in its full-funnel communication approach. From generating awareness to prompting behavioural change, the creative assets are designed to engage and educate audiences at every stage of the journey. This cohesive strategy demonstrates how a well-executed campaign can effectively work across multiple touchpoints to drive both awareness and action.
A Continued Commitment
With digital scams affecting millions of consumers, NPCI and TOI are demonstrating a strong commitment to consumer education. The campaign is not just a one-off initiative but part of an ongoing effort to combat fraud, with continuous releases in the coming weeks. The ongoing campaign will also utilise digital platforms for additional engagement, ensuring that consumers stay informed and vigilant.
Conclusion
The #ConmanVsCommonMan campaign is a prime example of how strategic partnerships and cross-platform campaigns can effectively address critical issues in society. By using a familiar character to tackle digital scams, NPCI and TOI have not only created an engaging and memorable campaign but also taken a significant step toward empowering consumers with the knowledge they need to protect themselves in the digital age.
