L&T Finance has launched a new mascot, Sachet Kumar, and campaign, #JaankarBaniyeSavdhaanRahiye, to promote cyber safety measures and digital fraud awareness among its customers and employees.
Our Analysis and Commentary
L&T Finance’s New Campaign to Promote Cyber Safety Measures is a Step in the Right Direction
The launch of a new mascot and campaign by L&T Finance is a positive step towards promoting cyber safety measures and digital fraud awareness amongst its customers and employees. The unveiling of the mascot, ‘Sachet Kumar,’ and the campaign, ‘#JaankarBaniyeSavdhaanRahiye,’ is part of the Cyber Jagrukta Week initiative aimed at educating, preventing, and combating cyber and digital frauds in the industry.
The National Crime Reporting Bureau has reported an 84% increase in cyber fraud cases in the country between FY23 and FY21. This increases the need for proper digital safety measures and cybersecurity frameworks. The ‘Sachet Kumar’ mascot and #JaankarBaniyeSavdhaanRahiye’ campaign will encourage people to practice secure financial transactions, thus promoting digitally safe habits through social media posts.
LTF plans to employ a multi-faceted approach, leveraging various channels like social media assets, dedicated pages, mobile applications, workshops, and educational drives to drive fraud awareness and mitigation methods. It is commendable that LTF is focusing on educating customers and employees on cyber safety habits, particularly major fraud trends around phishing, vishing, UPI frauds, identity theft, and skimming.
The Managing Director & CEO, Mr. Dinanath Dubhashi, highlighted the need to evolve India’s cybersecurity landscape in conjunction with the increasing rate of cyber crimes. The company’s strategic plan, Lakshya, is based on four key pillars, with strong risk management forming an integral part of the plan. Therefore, the launch of the fraud risk awareness mascot ‘Sachet Kumar’ and ‘#JaankarBaniyeSavdhaanRahiye’ campaign is a crucial component of Lakshya and serves as a positive step in the right direction.
Overall, LTF’s new campaign shows its commitment to its customers’ safety and digital fraud prevention measures. It is imperative that financial companies promote digital security while driving the growth of the sector and expanding access to financial services. The initiative aimed at creating cybersecurity awareness is a welcome development and serves as a model for other companies to follow.
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L&T Finance Limited (LTF), one of the leading Non-Banking Financial Companies of the country, unveiled its new mascot ‘Sachet Kumar’ and the campaign ‘#JaankarBaniyeSavdhaanRahiye’ aimed towards promoting cyber safety measures and digital fraud awareness amongst its customers and employees.
The unveiling of the mascot and the campaign forms a part of the Cyber Jagrukta Week, an initiative aimed to educate, prevent, and combat cyber and digital frauds prevailing in the industry. ‘Sachet Kumar’ along with the campaign ‘#JaankarBaniyeSavdhaanRahiye’ will encourage people to practice secured financial transactions and promote digitally safe habits through social media posts.
According to National Crime Reporting Bureau (NCRB) the total number of cyber fraud cases in the country have increased by 84 percent in FY23 versus FY21. Under this initiative LTF will focus on educating the customers and employees on cyber safety habits and major fraud trends around phishing, vishing, UPI frauds, identity theft, skimming, etc.
As part of the initiative, LTF will employ a multi-faceted approach and leverage various channels to drive fraud awareness and mitigation methods through owned social media assets, dedicated page and mobile application, workshops, and educational drives.
Speaking at the occasion, Mr. Dinanath Dubhashi, Managing Director & CEO, L&T Finance Holdings Ltd. said, “With rapid technological development and increased use of the internet comes the growing risk of cybercrimes. This has generated a huge need for a proper digital safety measures and cybersecurity framework. The current cybersecurity landscape of India needs to evolve in conjunction with the increasing rate of cybercrimes.”
“Our strategic plan Lakshya is based on four key pillars namely, a strong growth and profitability engine, demonstrable strength in risk management, creating a ‘Fintech@Scale’ and sustainable future growth through Environmental, Social and Governance (ESG). In line with strong risk management, which forms an integral part of the plan, LTF has launched its fraud risk awareness mascot ‘Sachet Kumar’ and the campaign ‘#JaankarBaniyeSavdhaanRahiye’ to educate customers and employees on fraud trends and motivate them to stay vigilant by keeping them informed about the modus operandi of the fraudsters and share tips to mitigate digital and other fraud attempts,” Mr. Dubhashi added.
