FCB India

Brand: HDFC Bank

Year: 2024

Traditional fraud-fighting tactics haven’t cut it, so HDFC Bank created Vigil Aunty, an influencer who tackles the prevalent issue of online fraud through wit and wisdom. As fraudsters are getting more savvy –– employing the likes of deepfake AI and celebrity imagery to dupe people –– so does Vigil Aunty, who is now taking on the biggest threat to Indian wallets... AI-led fraud.

In partnership with FCB Kinnect, HDFC Bank introduced “Lulumelon,” a fake brand that launched in India during the much-anticipated end-of-season sale period with a full-scale launch campaign, complete with social media (fake) buzz, a bespoke (fake) website, and compelling ads featuring (deepfake) Nora Fatehi, Bollywood’s heartthrob diva, as Vigil Aunty. As people arrived on the website, Vigil Aunty revealed the truth and encouraged visitors to join the “Vigil Army,” a community of fraud fighters dedicated to combating online fraud.

Over 1.9M people fell for the Lulumelon EOSS scam, with over 820,000 people joining the Vigil Army, and the campaign captured the attention of over 350 media outlets, generating an impressive INR 13.7M in earned media. But most importantly, the campaign started a conversation and made people realize that HDFC Bank would go to any length to safeguard their money. That’s the kind of bank people want to bank on.