In an initiative to combat the growing menace of investment frauds, HDFC Securities has rolled out an innovative awareness campaign titled “Kya Aap Taiyyar Ho?” The campaign becomes an integral component of their broader #KnowYourMoney program, which strives to elevate financial literacy and fortify investor resilience across India.
A Humorous Take on Serious Concerns
Directed by the acclaimed filmmaker Nitesh Tiwari, known for his work on films such as Dangal and Chhichhore, the campaign introduces viewers to the ‘Fraudster Family’. This fictional family humorously embodies the evolving tricks and tactics scammers use to mislead unsuspecting investors. Tiwari explains the rationale behind using such a creative approach, stating, “When you see families losing their hard-earned savings to fraud, you realize awareness isn’t optional. It’s essential.”
Storytelling as a Tool for Change
The #KnowYourMoney initiative extends beyond just mere awareness; it aims at making financial education accessible and engaging through storytelling. The campaign is peppered with diverse media formats, including comic strips, podcasts featuring finance journalists, and engaging contests tailored to enhance the understanding of fraudulent schemes. According to BMI, these creative efforts are shaping a movement toward economic security.
Reaching Every Corner of India
HDFC Securities’ endeavor has already reached around 1.1 crore individuals per week, delivering content in 13 Indian languages, ensuring the message’s reach across both urban and rural populations. Collaborating with organizations like Wagons Learning, EmpowHer India, and Access Livelihoods Foundation, the initiative utilizes multiple platforms—from digital classes to community outreach—to impart crucial financial knowledge.
Empowering with Knowledge
Puneeth Bekal, EVP & CMO at HDFC Securities, emphasized the campaign’s lasting impact: “Investment fraud has evolved in scale and sophistication, and the only sustainable defense is awareness. Through #KnowYourMoney and ‘Kya Aap Taiyyar Ho?’, we’re not only safeguarding money but also empowering Indians to make well-informed financial decisions.”
A Broader Vision for the Future
The program is poised to engage 14,000 colleges across 22 states, aiming to reach diverse groups including gig workers, women entrepreneurs, and domestic workers. These targeted efforts further amplify HDFC Securities’ mission to guide responsible investments that extend beyond mere campaigns to foster a culture of economic vigilance.
By harnessing the power of storytelling and humor, HDFC Securities is bridging the gap between awareness and action, ensuring citizens are well-equipped to navigate the financial world with confidence.
