HDFC Securities has launched ‘Kya Aap Taiyyar Ho?’, a nationwide fraud awareness and financial literacy campaign under its flagship KnowYourMoney initiative. The CSR program aims to help Indians make informed financial decisions and protect themselves from investment scams through storytelling, digital innovation, and community engagement.
Directed by filmmaker Nitesh Tiwari, the campaign uses humour and relatable characters in a “Fraudster Family” storyline to highlight common scam tactics. It runs across digital, print, and on-ground platforms, blending entertainment with education.
Since its launch in early 2025, KnowYourMoney has reached around 1.1 crore Indians each week through multilingual, gamified financial learning modules. Partnering with Wagons Learning, EmpowHer India, and Access Livelihoods Foundation, the initiative extends across schools, colleges, and community programs in states like Maharashtra, Kerala, Telangana, and Karnataka.
Complementary efforts include the Bear and Bull comic strip, finance podcasts, the ‘Scam or Not’ challenge, and the upcoming ‘Investment Heist’ card game — all designed to make financial learning engaging and accessible.
Puneeth Bekal, EVP and CMO of HDFC Securities, described the campaign as a movement toward economic security, reinforcing the company’s 25-year commitment to responsible investing and investor protection.