WhatsApp has rolled out a campaign that aims to address the issue of scams in the online payment space.
Conceptualised by BBDO India, the message wants to state how users must stay safe and exercise caution while making digital payments. It consists of a video, which is a remake of the popular track 'Dekh Ke Chalo' and shows different situations where users are being scammed, but onlookers caution them.
Manesh Mahatme, director - payments, WhatsApp India, said, “While UPI continues to remain one of the safest, convenient and interoperable modes of making payments, India’s growing acceptance of online payments has also seen an increase in digital payment frauds. User safety is at the core of everything we do at WhatsApp and through this exciting and captivating music video, we want to educate and empower our users with all the information they need to safeguard themselves against any frauds while making digital payments. We hope that this initiative by WhatsApp will resonate with people and they can sing their way through safe and secure online payments.”
Avinash Pant, director - marketing, Meta India, said, “India’s growing acceptance of digital payments has also led to an increase in the need to make people aware on how to keep their payments safe. Through this campaign, which is built on several real world scenarios that people face in their everyday life, our endeavour is to educate and empower users with all the information they need to safeguard themselves against any frauds while making digital payments. This initiative reinforces Whatsapp’s commitment to the safety of our users while making payments as simple and convenient as sending a message.”
Josy Paul, chair and chief creative officer, BBDO India, said, “Our primary goal with this music video was to spread awareness and engage the audience sensitively on this subject. We decided to create entertainment that educates, rather than advertising. Our goal of reworking a fun nostalgic song like ‘Dekh ke Chalo’ was to use the power of music to convey a strong message that’ll help people relate to the moments that we collectively face in our lives. The song triggers memory structures that allow the audience to receive the message more easily."