NPCI ties up with TOI to pitch e-pay safety via R K Laxman’s Common Man

MUMBAI: National Payments Corporation of India (NPCI), the organisation driving innovation and powering India’ s digital payment revolution, has announced a partnership with The Times of India (TOI) to launch a nationwide campaign focused on digital payment safety.
At the heart of this campaign is one of India’s most enduring cartoon characters, R K Laxman’s iconic Common Man, who will play a key role in spreading awareness about digital payment fraud.
The Common Man, who has been a quiet observer of Indian society for decades, will now step into a new role as the relatable face of this campaign. In this campaign, he represents the millions of Indians who may feel overwhelmed by the intricacies of digital payments but are eager to learn and adapt. With his signature blend of wit and humility, Common Man will guide the public through practical tips and advice on how to avoid scams and ensure safe digital transactions.
This initiative aims to spread awareness about the different types of digital payment frauds-ranging from phishing and OTP scams to fake apps-and to arm users across all demographics with the knowledge they need to conduct secure transactions through UPI. By leveraging the emotional connection and trust that the Common Man commands.
NPCI aims to make the message of digital payment safety both impactful and memorable. Speaking on the initiative, Dilip Asbe, managing director and CEO, NPCI, said, “We are happy to partner with The Times of India, and their iconic character, the Common Man, in our mission to raise awareness on the importance of digital payment safety. With the growing reliance on digital transactions, it is crucial for users to stay informed about the risks and the best practices for secure payments. This campaign seeks to empower every individual with the knowledge to protect themselves from scams while making the learning process enjoyable and engaging.”