SBM 'Banks' on rap ad to protect you from cybercrime

Time of India

3 days ago

With a fusion of India's rich cultural heritage and modern digital communication,
SBM Bank India
has unveiled "MudraRap," an innovative campaign designed to raise awareness about cybersecurity. The initiative combines the expressive hand gestures of
classical Indian dance
, known as mudras, with the high-energy rhythm of rap music to connect with the nation's digitally savvy population.
The campaign comes at a time when cyber threats grow increasingly sophisticated, with financial frauds and social engineering scams on the rise. SBM Bank India's approach reimagines
cybersecurity awareness
, moving it from a dry, technical subject to a vibrant, cultural experience, said a media statement.
The core of the "MudraRap" campaign is a video in which expressive hand gestures derived from classical dance and everyday movements are paired with a fast-paced rap composition. An AI-generated voiceover and background score deliver key cyber safety messages, such as safeguarding passwords, recognising scam attempts, and protecting personal information online. The rap's contemporary lyrics are crafted to resonate specifically with millennial and Gen Z audiences.
This campaign is a natural extension of SBM Bank India's long-standing commitment to integrating art into its brand philosophy.
"India has always told its stories through art," said Sunita Prabhu, Head of Marketing & Communication at SBM Bank India. "With MudraRap, we wanted to tap into this cultural power to deliver an urgent and timely message—that of
CyberSuraksha
. We've taken a form rooted in our heritage and layered it with words and music that speak to the current generation."
The powerful hand gestures, or "Mudra-graphy," featured in the campaign were conceptualized and performed by Tithi Das, a renowned Odissi dancer from Kolkata. Das's choreography seamlessly blends tradition with innovation, transforming classical dance into a compelling visual language for a modern message.
The campaign's urgency is underscored by alarming statistics on cybercrime. Niju Mohan, Chief Information Security Officer & Head of Operational Risk at SBM Bank India, highlighted the scale of the problem. "Cyber-enabled financial frauds are rising sharply, with social engineering driving nearly one-third of the cases," Mohan stated. "Digital Arrest scams alone caused losses exceeding ₹2,000 crore last year. As people remain the weakest link in the cybersecurity chain, human behavior must be treated as the first line of defense. Continuous awareness campaigns are essential to build resilience across audiences, and MudraRap aims to raise awareness in this critical space."
Watch the film here: