WhatsApp has launched a user-safety campaign called “Scam Se Bacho” with the goal of raising awareness and educating users on how to make safer online payments. The campaign will be presented through a “music video.” In order to keep users safe when making digital payments on WhatsApp, WhatsApp is concentrating on communicating its basic safety principles to payments.
https://www.youtube.com/embed/LyjKgriPOkU?autoplay=0&rel=0 The music video for “Scam Se Bacho” is a spoof of the well-known song “Dekh Ke Chalo,” and it conveys the socially significant subject of user safety in a lighthearted manner. The new lyrics underscore the warning to stay cautious and use caution while making digital payments by illustrating real-life scenarios in which people may be victims to scammers.
The music video was conceptualised by BBDO India and directed by Shimit Amin, an Indian film director and editor known for award-winning films like Chak De! India. It depicts a variety of real-life scenarios that warn users of scams, including falling for false lottery schemes, giving your UPI PIN to a fictitious customer care executive, and transferring money to a fraudster posing as a friend without first verifying their identity.
The film also emphasises efforts made by WhatsApp to assist users in avoiding fraud and scams of this nature and conduct payments on WhatsApp in a wise and secure manner. The video’s objective is to use nostalgia to draw viewers in while educating them in a soothing and lasting manner about the security of digital payments.
Manesh Mahatme, Director – Payments, WhatsApp India, commented on the music video, saying that while UPI continues to be one of the safest, most practical, and interoperable payment methods, India’s increasing adoption of online payments has also led to an increase in digital payment fraud. At WhatsApp, user safety is at the centre of everything we do.
Avinash Pant, Director of Marketing at Meta India, commented on the campaign: “India’s increasing acceptance of digital payments has also increased the need to educate people on how to keep their payments secure. Our goal with this campaign, which is based on various actual situations that individuals encounter every day, is to teach and empower users with the knowledge they need to protect themselves from fraud when making digital payments. While making purchases as easy and convenient as sending a message, this effort highlights Whatsapp’s dedication to user safety”.
Josy Paul, Chair and Chief Creative Officer, BBDO India, commented on the creative handling of the music video, saying, “Our main goal with this music video was to promote awareness and engage the public sensitively on this subject. Instead of doing advertisements, we choose to make entertainment that educates. Dekh ke Chalo was reworked with the intention of using the power of music to deliver a strong message that will help people relate to the times that we all encounter in life. The melody stimulates memory pathways that make it easier for the audience to understand the message”.
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