EXPERIENCE & ENGAGEMENT - Experience & Activation (Talent Integration)

LuluMelon's EOSS - HDFC Bank - HDFC Bank JPG
LuluMelon's EOSS - HDFC Bank - HDFC Bank MP4 2m:14s

LuluMelon's EOSS
Brand: HDFC Bank
Client: HDFC Bank
Entrant: FCB Kinnect

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LuluMelon's EOSS - HDFC Bank - HDFC Bank

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Entry Title: LuluMelon's EOSS
Brand: HDFC Bank
Client: HDFC Bank
Entrant Company: FCB Kinnect
Description: Online financial fraud is rampant during festive and sale seasons, and fraudsters use celebrity faces and AI to scam innocent people. Traditional PSAs fail to create an impact. Indians are heavily influenced by celebrity culture and harbour an optimism bias when it comes to fraud. India's first fraud awareness influencer, Vigil Aunty from HDFC Bank had to awaken, and empower the masses.

During this End-Of-Season-Sale, Vigil Aunty in collaboration with Nora Fatehi replicated the modus operandi of fraudsters by crafting an entirely fake brand - Lulumelon. Fake social media pages, fake websites, and even ads where Vigil Aunty deepfaked herself into Nora, they did it all!

Those who clicked on these ads (planted with red flags) landed on the reveal website, where they realized how easy it was to get scammed. They learnt how to identify fake websites and deepfake videos. They were encouraged to join the Vigil Army, a WhatsApp community of fraud fighters that stays updated with the latest frauds.

1.4 million people fell for Lulumelon’s EOSS.

750 thousand people joined the Vigil Army.

350+ media outlets organically covered the campaign.

But most importantly, we leveraged Vigil Aunty’s expertise and Nora’s reach and likeability to start a conversation.
Company Credits: FCB Kinnect
Company Credits: FCB/SIX
Individual Credits: Kartikeya Tiwari (National Creative Director ), Savio Banerjee (Group Creative Director), Viral Gangar (Creative Director ), Dishant Shah (Sr. Creative Executive ), Ishaan Balvani (Sr. Creative Director ), Jaikrishna (JK) Patel (Creative Director - Marketing), Preet Jariwala (Sr. Visualizer ), Bhuvaneshwar Meher (Motion Graphic Designer ), Sachi Pandya (VP West ), Jhanvi Bhatt (Group Account Manager ), Raj Sarmalkar (Account Manager ), Jeel Gala (Account Manager ), Avinash Gupta (Sr. Account Executive ), Kejal Teckchandani (Sr. VP - Influencer & Video Production ), Mala Sharma (Sr. Director), Mytri Naik (Associate Director ), Jaini Savla (Influencer Executive ), Ankit Banga (CBO), Dhruv Shah (VP - CX ), Bizan Bhatporia (Project Lead ), Tanvi Jain (Brand Service Executive ), Rupesh Rathod (DevOps Lead ), Manan Gala (Lead - Creative Producer ), Yugshrestha Karpatne (Executive Producer), Charulika Julaniya (Executive Producer), Shashwat Gandhi (Director), Saurabh Mahajan (Director of Photography), Vijay Kadam (Producer ), Areeb Hussain (Editor ), Arjit Choudhry (Editor ), Rachit Singh (Editor ), Maran Kannu (Motion Graphic Designer ), Anubhav Dasgupta (Motion Graphic Designer ), Sohail (DRJ) Shaikh (Music Producer), Eularie Saldanha (Manager - Corporate Communications)
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