Canara Bank, a prominent public sector bank in India, has initiated a comprehensive effort to combat the escalating rates of cybercrime in rural areas with its ongoing programme, 'Be Cyber Smart.' The campaign has been effectively implemented across 489 bus stands throughout the country. Fourteen distinct jingles, meticulously scripted and recorded, are broadcast every 15 minutes on the Digital Passenger Information Systems (PIS) at these bus stations, emphasising the significance of cybersecurity in a catchy and memorable manner.
'Canara Bank identified a concerning surge in cybercrime cases. We recognised a crucial necessity for raising awareness and educating the public, especially in rural areas where cybersecurity awareness is notably low. To directly address this issue, the 'Be Cyber Smart' initiative was launched to empower individuals with the knowledge and skills essential for self-protection in the digital age,' stated R P Jaiswal, General Manager, Head Office, Canara Bank.
State Bus Stations present a strategic avenue for reaching out to rural and semi-urban commuters who frequently utilise these stations for their daily commutes between villages and cities. The campaign was conceived and executed by Vritti iMedia, utilising its mass media platform, Audiowala Bus Stand – a prominent Digital Audio Network employing the digital Passenger Information System (PIS) in State bus stations to convey messages to passengers within the premises.
'Vritti Solutions recommended the incorporation of engaging musical jingles and messages on cyber awareness seamlessly integrated into regular bus announcements. These jingles are strategically positioned amid bus arrival and departure announcements, ensuring a 100% engagement rate. The ability to communicate messages in regional languages and dialects proved to be a crucial asset, fostering a direct and relatable connection with the target audience,' mentioned Rajesh Radhakrishnan, Co-Founder and Chief Marketing Officer of Vritti iMedia.