RBI takes the quirky path to attraction to netizens
Reserve Financial institution of India’s newest ‘RBI Kehta Hai’ marketing campaign rocks. The message is a critical one which cautions netizens on cyber frauds, together with these on the UPI, however it’s been delivered in fashion by Punjabi singer-rapper Viruss. The singer is greatest identified for his 2017 indie track ‘Bam Bhole’ which was recreated for the Akshay Kumar-Kiara Advani starrer ‘Laxmii’. The peppy video, an progressive try and be a magnet for the general public, is on the central financial institution’s Twitter deal with.
The video encourages its audience, the tech-savvy netizen who tends to transact on-line, on staying ‘satark’ or alert in opposition to some frequent fraudsters or cyber safety threats. The try, for now, is to strive Twitter as a response/suggestions mechanism, primarily based on which different mediums like TV or radio might finally be roped in.
Can such makes an attempt by a prime regulator truly do the job of teaching in a ‘cool’ method? “Oh sure, it really works,” says Naresh Gupta, chief technique officer and managing companion at digital company Bang within the Center. “We at all times have a tendency to consider authorities organisations as distant and disconnected from us, however initiatives like these assist them humanise themselves.”
Gupta believes RBI has accomplished a “good factor” by making an attempt out Twitter for the rap video as a substitute of losing advert monies on TV earlier than testing. “A number of the issues highlighted are frequent ones,” Gupta says. “Because the RBI is just not actually promoting something, leveraging rap songs or identified personalities helps the message stand out, and also you keep in mind it, significantly while you face comparable points in actual life.”
This isn’t RBI’s first try. In 2016, it created a tagline, RBI Kehta Hai (‘RBI says’) tagline, and since then, its communication centres round themes of economic literacy and public consciousness in direction of frauds, and so on. In line with trade consultants, the RBI empanels a roster of advert and media businesses as soon as each three years for its communication technique. RBI has its presence on Twitter, YouTube, Fb and its personal web site, the place such campaigns are disseminated to the general public.
In 2020, it even roped in Bollywood famous person Amitabh Bachchan as its model endorser, and launched an entire host of commercials throughout his TV present Kaun Banega Crorepati and the cricketing extravaganza, the IPL. The adverts talked of senior residents amenities, cyber safety, digital banking, and setting limits on card transactions.
Moreover, the RBI even has its personal ‘workers’ – cricketers KL Rahul and Umesh Yadav amongst others, and a few nationwide stage feminine badminton gamers like Meghna Jakkampudi and Rasika Raje – characteristic prominently in TV adverts and different media over the previous few years.
These are pro-bono public service initiatives, and previous to the cohesive ‘RBI Kehta Hai’ marketing campaign, RBI’s communication was extra sporadic. However with the variety of UPI transactions anticipated to hit a billion a day the necessity to educate folks about digital frauds is extra urgent than ever.
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