Yes Bank’s Campaign Highlights The ‘Shared Role’ In Protecting Customer Information
With the world marking Cybersecurity Awareness Month this October, Yes Bank kicked off its cybersecurity campaign on social media, focusing on the role the Bank and the customer share in protecting digital transactions from hackers and cybercriminals.
Themed ‘Aise Sawaal Hum Nahi Poochte’, the social media campaign revolves around a series of six animated shorts depicting comical scenarios where hackers try to trick consumers into revealing personal banking details like passwords and OTPs: instead of falling for their schemes - suspicious calls, SMSes and e-mails, the customers are shown as being aware and alert to these forms of threat to their online security. As part of the campaign, a series of interesting, useful facts was also rolled out to call the customer’s attention to digital security.
Opting out of traditional fear-based communication where consumers are asked to constantly watch out and be on their guard against the malicious cyber activity, the Bank is taking a fresh and positive approach to portray the aware customer and underscore the fact that the Bank will never ask customers to share their personal information.
The campaign is an extension of the Bank’s focus on cyber safety as its customers increasingly deal with fully digital offerings, conducting most, if not all of their banking transactions online.
Commenting on the campaign, Jasneet Bachal, Chief Marketing Officer, YES BANK, said, “In this age of digitization, banks are constantly highlighting the importance of cybersecurity. The challenge with this campaign was to find a fresh concept to advance the conversation around security, and to layer it with a message that is also empowering for the consumer and the Bank rather than only educational. By highlighting through the campaign that the consumer can tell when their information is under threat and respond appropriately, the Bank hopes to bring consumers to share the critical role of protecting their information and transactions.”
According to McAfee’s ‘2021 Consumer Security Mindset Survey’, as Indians are adapting to the rapid digital shift, they are increasingly becoming aware of what their digital footprint comprises. YES BANK’s campaign focuses on consumer awareness by highlighting prevalent security risks through everyday scenarios along with ways to mitigate them. Throughout the month, the Bank is also reaching out to its customers through a series of communication containing information to help them ward off security threats effectively.
The campaign garnered a cumulative reach of more than 4 million, more than 2 million views across social media platforms and was appreciated by consumers for the ingenuity and freshness of approach.
