As we observe Anti-Fraud Week, it’s important for those of us in the financial sector to recognise that conversations around fraud prevention cannot stay confined to systems or compliance. For banks like ours, trust, awareness, and responsible communication have been embedded into the way we engage with customers every single day. Fraud continues to evolve but so do customer expectations and our responsibility to keep them informed, reassured and empowered.
For me, this responsibility rests on five pillars: trust, empathy, community, consistency and responsible branding. At Fino Payments Bank, these aren’t buzzwords, but guide how we communicate, educate and build relationships with customers and partners across India.
“Trust isn’t a checkbox—it’s the foundation of every message we create.”
Banking is, above all, a business of TRUST. Customers rely on us to safeguard their hard-earned money, and that trust must reflect in every piece of communication we create. For us, trust isn’t a checkbox; it is the basis on which every campaign, message and initiative is built.
Our proposition, ‘Fino Matlab Fikar Not,’ is designed to highlight the trust element by simplifying banking at every customer touch point. We believe in transparent storytelling and messaging that reassure customers, so they feel safe and valued every day. Whether it’s a major campaign or a simple service alert, the objective remains the same: strengthen confidence and deliver clarity.
“Our marketing turns safety into a friendly promise, not jargon.”
Fraud awareness can often become technical or intimidating, but that isn’t how customers connect with information. Our communication turns safety into a friendly promise rather than jargon. Campaigns like ScamSeSavdhaan are crafted with relatable stories and in languages that resonate with customers across the country.
By keeping communication simple, emotional and culturally relevant, we ensure customers feel cared for and our communications always put their emotional needs first. When safety feels personal, people engage with it far more naturally, and that’s the shift we continue to drive.
“Change starts with community, not campaigns.”
Real behavioural change cannot come from isolated campaigns. It starts at the community level. We firmly believe that financial security and inclusion must become part of everyday life, not just advertising. That’s why we work closely with local communities to build habits, awareness, and trust together.
Our familiar, friendly neighbourhood merchant partner network across India facilitates the delivery of banking services to our customers’ doorsteps – the idea behind our ‘Gully Gully Fino’ approach.
These familiar, trusted faces in every locality make it easier for people to ask questions, learn more about fraud prevention, and access banking services confidently. When communication is woven into the community fabric, awareness becomes a natural extension of daily interactions.
“Responsible branding is a lived experience—not a statement.”
As risks evolve, our marketing responds quickly and openly. For us, responsible branding is not a one-time initiative, but an ongoing commitment. Our focus remains on ethical storytelling, creative management and consistent education.
By championing transparency and timely communication, we ensure responsible branding becomes a lived experience for our customers and merchant partners, not just a statement. It is about maintaining transparency, acknowledging concerns quickly and ensuring customers feel supported in a fast-changing digital environment.
At Fino Payments Bank, we see ourselves not just as service providers but as partners in our customers’ financial journeys. Fraud may evolve, but so can awareness when communication is honest, simple and built on relationships.
