India’s financial literacy campaigns have typically leaned on stern warnings and piece-to camera messaging. But this joint initiative of SEBI and NSE appears to be rewriting the playbook with their new ‘SEBI vs Scam’ campaign— and the creative approach is refreshingly diCerent.
The film (which appears to be the first in a series to go live) features actor-comedian Gopal Dutt, and it’s immediately clear this isn’t your standard regulatory PSA.
The narrative features a surprise — one that cuts across India’s linguistic and demographic divides. The storytelling device is bold, and wrapping fraud prevention in witty, rhythmic dialogue makes it accessible without dumbing it down. It’s catchy, it rhymes, and perhaps most importantly for a safety message, it’s memorable to everyday investors in India.
What makes this particularly smart is the casting of a familiar face from Indian OTT. Gopal Dutt brings a middle-class authenticity that suits the financial safety message perfectly.
The timing couldn’t be more critical. As India’s investor base has burgeoned — so too have the scams. Fake trading apps, dabba trading operations, deepfake-enabled frauds, and misleading ‘get-rich-quick’ courses have proliferated across WhatsApp groups and social media.
What we’ve seen so far suggests SEBI and NSE are serious about meeting investors where they already are: on their phones. The campaign seems to be a signal of how seriously the regulator is taking the erosion of investor trust. In a market where credibility is currency, scams don’t just hurt individuals — they undermine the entire ecosystem.
With only Gopal Dutt’s film live so far, the campaign has already started generating conversation in investor circles. If the remaining work maintains this creative standard — and if the mixed reality execution delivers on its promise — this could set a new benchmark for how regulatory bodies communicate with the masses.
We’re looking forward to seeing the other films in this campaign roll out.
