HDFC Bank leverages IG Reels for PSA #MoohBandRakho

HDFC Bank leverages Instagram Reels to amplify 'Mooh Band Rakho', a campaign that increases awareness about cyber frauds and preventing them.

A significant increase in cybercrimes has been noticed post COVID-19. Identifying a gap in customer awareness around adopting secure banking practices and lack of information on common fraudulent practices, HDFC Bank anchorage the Mooh Band Rakho campaign as a common symbolism to stop frauds as well as Covid-19 from spreading. The campaign is strategically created with the idea that the safest way to never share bank details is by keeping your mouth covered and not saying anything when asked for critical information. Similarly, keeping your mouth covered also happens to be the easiest way to prevent the spread of COVID-19 and the best way to keep your mouth covered is by wearing a mask.

With the rising threat of payment frauds and threats in the payment ecosystem, HDFC Bank launched the Mooh Band Rakho campaign to increase awareness around not sharing card details, CVV, Expiry Date, OTP, NetBanking/ MobileBanking, Login ID & Password over Phone, SMS, email and social media. Launched ahead of the International Fraud Awareness Week 2020, the global movement to minimize the impact of fraud, the campaign educates customers against cyber fraud as well as is an underlined initiative by the brand to fight Covid-19.

To widespread the message, HDFC Bank released a catchy, light-hearted, and engaging rap. Based on this very real and relatable insight, the brand along with its digital agency Kinnect collaborated with dance and content creators on Instagram to bring the communication to life in a fun yet salient spirit. To promote the rap and popularise the message of #MoohBandRakho, brand advocates created a choreography on its chorus and urged their followers never to share critical banking details. Additionally, they also invited their followers to further share the message by creating their own reel/video.

Leveraging Instagram’s latest real estate - Reels, a format extensively pushed by Instagram, we capitalised on it by collaborating with prominent creators. The influencer-led campaign garnered 19+ million views and 1.5+ million engagement with 42-hours of it going live. It also sparked a movement that led to the followers of influencers creating content using the Mooh Band Rakho AR Filter that was created.

Speaking on the campaign, Chandni Shah - COO of Kinnect said, "Mooh Band Rakho against online payment frauds was a strong message that we wanted to widespread. With audiences on the lookout for content during the lockdown that was engaging, interactive, and interesting, we ensured the campaign ticked all the boxes along with being informative. Noticing that the reels feature was extensively pushed by Instagram through its Explore section, we leveraged it to get the first-mover advantage and reached an even wider audience."