R.K. Laxman’s Common Man Returns to Fight Digital Payment Scams

In a world where digital payments dominate transactions, scammers are getting smarter, devising new ways to trick unsuspecting users. From phishing attacks to fake payment links, these schemes are evolving, targeting the everyday Indian. To combat this growing concern, the National Payments Corporation of India (NPCI) and The Times of India (TOI) have revived R.K. Laxman’s iconic Common Man, a beloved symbol of the average Indian, to promote digital payment safety.

For over seven decades, the Common Man has represented the voice of ordinary Indians, highlighting societal issues through his witty observations and silent resilience. Now, he is back in a new campaign, ‘Conman Vs Common Man,’ to tackle the rising threat of social engineering scams with the same signature wit that made him an icon.

A Nostalgic Approach with a Modern Twist

The campaign, created by tgthr., revives the original comic strip format to humorously depict the Common Man outsmarting a conman in various scam scenarios. From investment fraud to phishing schemes, the comic strips highlight the importance of staying vigilant while making digital transactions. By blending humour with education, the campaign delivers a non-preachy, relatable message, encouraging users to adopt safe digital practices.

Aalap Desai, Co-founder and Chief Creative Officer of tgthr., explained, “Today’s scammers are smarter and more tech-savvy, making awareness the first line of defence. The Common Man, with his timeless humour and relatability, is the perfect vehicle to convey this important message.”

Widespread Impact Across India

The campaign’s reach is extensive, with the Common Man comics being published in multiple languages, including Hindi, English, Kannada, and Marathi, across major newspapers. This ensures that the message resonates with a wide audience, from urban digital natives to those just beginning their digital payment journey.

Sameer Sainani, President of Optimal Media Solutions, remarked, “The Common Man has witnessed every major event shaping India. Using his innocent humour and timeless values, this campaign addresses the challenges of digital scams while reinforcing trust in digital payments.”

A Mission for Safer Digital Transactions

As UPI becomes the most common payment method in India, NPCI emphasises the importance of using it securely. Ramesh Yadav, Chief of Marketing at NPCI, stated, “This campaign is not just about awareness—it’s about empowering users to enjoy the convenience of UPI while being cautious. By bringing back the Common Man, we’re encouraging Indians to adopt safe practices and trust the digital ecosystem.”

The ‘Conman Vs Common Man’ campaign aims to make India a cashless, safe, and secure economy. Through relatable storytelling and humour, it not only educates users but also strengthens NPCI’s commitment to fostering digital safety.