India – As digital scams targeting everyday Indians become increasingly common, the National Payments Corporation of India (NPCI) and The Times of India have joined forces to bring back R.K. Laxman’s iconic ‘Common Man.’ The beloved character takes centre stage in a new awareness campaign aimed at combating phishing and fraud schemes.

The ‘Common Man,’ an iconic figure in Indian culture, has long resonated with audiences through his witty observations and relatable predicaments. He embodies the spirit of the everyday Indian—quietly resilient, unassuming, yet perceptive and sharp when it matters most.

With this vision, NPCI and The Times of India brought the ‘Common Man’ back in a ‘Conman Vs. Common Man’ avatar to tackle the rising concerns around digital payment safety—delivering the message with his signature wit and a refreshingly non-preachy approach.

Developed by NPCI’s creative partner, tgthr., the campaign brings back the original comic strip format, humorously showcasing the Common Man outsmarting conmen attempting the latest scams. From investment frauds to phishing schemes, the Common Man’s unassuming yet sharp persona serves as a powerful tool to promote digital payment safety.

‘Conman Vs. Common Man’ goes beyond awareness, empowering Indians to embrace UPI’s ease and safety while promoting vigilance. By leveraging the iconic Common Man, the campaign inspires trust and encourages users to safeguard their digital transactions, aiming for a cashless, secure India.

Aalap Desai, co-founder and CCO of tgthr., shared, “A smarter strain of crime calls for a smarter kind of criminal. Scammers today are ever-evolving and highly tech-savvy, using social engineering to scam people out of their life savings.”

Desai further explained, “With NPCI, we realised that the reason for this evolution is that awareness drastically reduces the success rate of these scams. It might sound like a cliché, but the answer was in the brief itself. The need of the time is a widely popular character, recognised by the whole country, with wit that remained unchanged in an ever-changing world, so even a layman can laugh and learn at the same time. Reminds you of someone? ”

Meanwhile, Sameer Sainani, president of Optimal Media Solutions, said, “Our iconic ‘Common Man’ has been a witness to every event that has defined India. Digital payments, a defining moment in our nation’s tech prowess, have seen widespread adoption, notwithstanding emerging challenges. tgthr. has successfully captured the essence of this beloved character for NPCI’s digital safety initiative.”

“By utilising the ‘Common Man’s’ signature wit and innocent humour to address the growing concern of digital duping, it shows a powerful problem-solving approach. This has resonated with today’s India, making it a potent tool in combating scams,” Sainani added. 

NPCI and The Times of India’s campaign comes at a time when the rise of digital payments has fuelled increasingly sophisticated scams, from phishing to fake payment links, targeting unsuspecting users daily.

Ramesh Yadav, chief of marketing at NPCI, said, “We’re excited to partner with The Times of India and the Common Man to promote digital payment safety. As digital transactions become more widespread, it’s crucial to understand how to use them securely. This campaign educates everyone on avoiding scams through an engaging narrative. By reintroducing the Common Man, we emphasise the timeless values of caution and insight, helping everyone navigate the digital world safely.”

The Common Man comic strip will be featured in Hindi, English, Kannada, and Marathi across various newspapers.

Mumbai, India – Former chief creative officer at Dentsu Creative West and Dentsu Creative Experience India Aalap Desai, has recently launched the official inauguration of a newly-established advertising agency poised to revolutionise India’s advertising scene.

Named TGTHR, this initiative is driven by the goal of combining exceptional work with an unparalleled culture, creating a space where happiness meets creativity to yield extraordinary results. It draws on expertise from diverse domains, including mainline (TVC, print, outdoor), digital, film production, design, content, and media. 

Boasting an impressive collective experience of over 110 years in advertising, said agency has also secured more than 550 international and national awards and a proven track record of delivering over 12,000 campaigns.

Reflecting on the recent launch, Aalap shared, “The advertising industry is often filled with a sea of sameness. The saviours of this industry are the sparks of creativity that we see scattered here and there. It is challenging to find the right people for the job.”

“The one who knows how to create a great TV ad might not know how to increase followers on a social handle. The one who has mastery over social media may have no idea about master branding. What if all these talents could come together to form a cohesive whole? If one great creative person is a force, imagine what could be achieved when they all combine as a force multiplier! This is especially true when you create an environment where they can thrive,” continued Aalap.

“That’s the idea behind TGTHR. Bring together expertise, talent, and passion to deliver clients unparalleled quality, connectedness, and effectiveness. All the while ensuring that we love where we work,” he concluded.

Aalap’s journey at Dentsu included being the National Creative Director at Dentsu McGarry Bowen India and co-heading the creative team at Dentsu Webchutney Mumbai. His creative prowess has even garnered over 200 international and national awards, including 10 Cannes Lions and 42 shortlists.