Main Moorkh Nahi Hoon: NPCI’s UPI Safety Campaign Starring Pankaj Tripathi is a Masterstroke in Digital Awareness

The National Payments Corporation of India (NPCI) is on a mission to make digital payments safer, smarter, and scam-proof for all Indians. And how are they doing it? With a catchy tagline, an all-star brand ambassador, and a campaign that’s as relatable as it is educational. Enter “Main Moorkh Nahi Hoon”—the UPI safety awareness campaign starring the ever-charming Pankaj Tripathi.

This initiative isn’t just another awareness drive; it’s a full-fledged 360-degree effort to arm users with the knowledge they need to outsmart fraudsters and stay safe in the world of digital payments. Let’s break it down.

What’s the Campaign About?

With scams becoming increasingly crafty, NPCI’s campaign focuses on educating users about common fraudulent tactics associated with Unified Payments Interface (UPI) transactions. Whether it’s SMS phishing, fake money transfer schemes, or bogus online giveaways, this campaign has one message: Don’t be a fool. Be smart. Stay safe.

And who better to deliver this message than Pankaj Tripathi? Known for his relatable and grounded persona, he embodies the voice of the common man.

The Films: Real, Relatable, and Relevant

The campaign features six ad films in 11 Indian languages, making sure that the message resonates across India’s diverse audience. The first two films, “Moongfaliwala” and “Paanwala,” are already out, and they are nothing short of brilliant.

In these films, Pankaj Tripathi steps into everyday scenarios—a peanut seller and a paanwala—and walks viewers through situations where scammers try their best to fool unsuspecting users. But guess what? Our man Pankaj isn’t falling for it, and he’s here to make sure you don’t either.

A 360-Degree Media Blitz

To make sure no one misses the message, NPCI has gone all out with its campaign distribution. Here’s the lineup:

• TV & Print: For the traditional audience who trusts their evening news and morning paper.

• Radio: Because nothing beats Pankaj Tripathi’s voice delivering a witty yet wise monologue on your drive to work.

• OTT & Cinema: Perfect for the binge-watchers and movie-goers.

• Social Media & Digital: Where the Gen Z and millennial crowd lives, scrolls, and spends.

With this multi-platform approach, NPCI ensures that the message reaches urban professionals, rural households, and everyone in between.

Why This Campaign Matters

Dilip Asbe, MD & CEO of NPCI, hit the nail on the head when he said, “User awareness is key to building trust in digital payments.” Digital financial inclusion is growing rapidly in India, and with it comes the need for stronger safeguards against fraud. Campaigns like “Main Moorkh Nahi Hoon” are not just ads—they’re a public service.

Asbe highlights that relatable stories, like those in the campaign, help users understand and identify scams better. And when you recognize the scam, you’re already one step ahead of the fraudsters.

Celebrating Common Sense

Piyush Pandey, Chief Advisor at Ogilvy India, summed it up perfectly: the campaign celebrates the common man’s common sense. The tagline “Main Moorkh Nahi Hoon” isn’t just catchy; it’s empowering. It says, “Hey, you’re smart enough to spot a scam. Trust yourself, and don’t let the fraudsters win.”

Why You Should Care

If you’ve ever used UPI—and let’s be real, who hasn’t?—this campaign is for you. Fraudsters are constantly evolving their methods, and staying informed is your best defense. NPCI is doing its part by spreading awareness, and now it’s your turn to pay attention.

Wrapping Up

“Main Moorkh Nahi Hoon” isn’t just a campaign; it’s a movement to make digital payments safer for everyone. With relatable storytelling, a beloved brand ambassador, and a powerful message, NPCI is setting the gold standard for digital payment awareness.

So, the next time you get a shady SMS or someone tries to sweet-talk you into sharing your UPI PIN, remember this: You’re not a moorkh. You’re smart, informed, and scam-proof.

Want to watch the films? Head over to NPCI’s official platforms and join the movement. Stay smart, stay safe, and keep saying, “Main Moorkh Nahi Hoon!”