Canara Bank’s ‘Be Cyber Smart’ audio campaign aloud at state bus transport stations

Canara Bank, a leading public sector bank in India, has taken an important step towards addressing the rising cybercrime rates in Rural India with its ongoing initiative ‘Be Cyber Smart’. The bank states that the ‘Be Cyber Smart’ campaign has been successfully launched across 489 bus stands across India. Fourteen unique jingles, scripted and recorded, play every 15 minutes on the Digital Passenger Information Systems (PIS) at the bus stations, reinforcing the importance of cybersecurity in a catchy and memorable manner.

“Canara Bank identified a disturbing increase in cybercrime cases. We observed there is a critical need for creating awareness and educating the public, particularly in rural areas where cybersecurity awareness is critically low. To tackle this issue head-on, the ‘Be Cyber Smart’ initiative was launched to equip people with the knowledge and skills needed to protect themselves in the digital age,” said R P Jaiswal, General Manager, Head Office, Canara Bank

State bus stations present a strategic option for reaching rural and semi-urban commuters, who frequently utilise bus stations for their regular commutes between villages and cities. The campaign was conceptualised and executed by Vritti iMedia. Vritti utilised its mass media platform, Audiowala Bus Stand, a leading Digital Audio Network that employs the digital Passenger Information System (PIS) in state bus stations to deliver messages to passengers located within the bus stations.

“Vritti Solutions recommended the use of engaging musical jingles and messages on cyber awareness, strategically placed within the regular bus announcements. These jingles are placed amidst bus arrival and departure announcements; thus, guaranteeing 100% engagement rate. The ability to convey messages in regional languages and dialects proved to be a key asset, fostering a direct and relatable connection with the target audience,” said Rajesh Radhakrishnan, Co-Founder & Chief Marketing Officer, Vritti iMedia.

Feedback from the target audience has been overwhelmingly positive, underscoring the effectiveness of the jingles in conveying the ‘Be Cyber Smart’ message. A video capturing the audience’s reactions can be viewed here in three languages – Kannada, Marathi and Hindi. 

Encouraged by the success of the initial phase, Canara Bank plans to extend the campaign to bus stations in other places also, ensuring the ‘Be Cyber Smart’ message continues to reach and educate diverse audiences.