ICICI Bank’s new ad with Tabu warns against UPI fraud | Techy Kings


A UPI pin is only required to send payments and not to receive them, highlights the actor in the ad film.

According to the Ministry of Home Affairs (MHA), over 1,40,000 unified payment interface (UPI) fraudulent activities were reported on the National Cyber ​​Crime Reporting Portal (NCRP) in the first and second quarters of 2022.

According to the Reserve Bank of India, UPI transactions increased by 1200% in the fiscal year ending September 2022. Given the huge increase in the volume of transactions on the UPI platform, UPI fraud now accounts for a large number of cyber fraud incidents in the country.

ICICI Bank’s new ad film titled #BeatTheCheats is an attempt to make consumers aware of this growing UPI scam. The ad shows a coaching center where students are taught how to scam innocent people on the internet. Students of the fraud center approached a woman who was trying to sell a refrigerator online and asked her to fill in her UPI pin to receive an advance payment for the same.

When the lady on the call gets suspicious and asks if the caller wants to see the fridge once before making the payment, the coach intervenes and makes up a story to convince her to give her UPI pin. Cut to the next scene, actress Tabu (also the lady on call) makes an entry with a team of police and storms the scammer’s camp.

The ad film closes with the message that the UPI pin is only used to send payments and not when someone wants to receive money. The ad starts on a slightly light note while ending on a serious note as Tabu delivers a 10-second monologue to highlight the gravity of the situation.

Tabu’s casting for the ad film is also interesting and timely as she recently played the role of a cop in Drishyam 2 and the film is now in theaters.

Other banks like HDFC bank have also come up with similar campaigns in the past aimed at making consumers aware of the dangers of digital payments. HDFC Bank uses the character of ‘Vigil Aunty’ played by Former VJ, Anuradha Menon aka Lola Kutty who reminds people of various types of banking scams.


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