Mumbai: The Securities and Exchange Board of India (SEBI), in partnership with the National Securities Depository Limited (NSDL), has launched a multi-city investor awareness campaign using auto-rickshaws to promote verification before making securities market payments.
The campaign urges investors to conduct a “SEBI Check” before transferring funds, particularly through digital payment modes. It highlights the importance of verifying UPI IDs, bank account details and the authenticity of market intermediaries to prevent fraud.
Using a culturally familiar phrase, “Meter toh check kiya”, the campaign draws a parallel between checking an auto rickshaw fare meter and verifying payment details. The adapted message, “Par kya aapne SEBI Check kiya?”, serves as a reminder to investors to pause and verify before completing any transaction.
Over 1,000 auto rickshaws have been branded as part of the initiative across cities, including Mumbai, Surat, Varanasi, Gorakhpur, Coimbatore, Indore, Patna, Delhi, Lucknow and Pune. The campaign aims to reach investors in high footfall areas through a medium that is visible, accessible and part of daily urban life.
Each auto rickshaw features QR codes that redirect users to official SEBI platforms such as the SEBI Check portal, the SEBI Saathi app and the SEBI Investor website. These platforms provide verified information on registered intermediaries and offer educational resources for investors.
The campaign forms part of SEBI’s broader efforts to protect investors and curb digital payment-related fraud, while encouraging safer participation in the securities market. By taking the message directly to the streets, the initiative aims to expand its reach beyond traditional awareness channels.
The auto rickshaw campaign reflects a growing focus on contextual, on-ground communication to reinforce responsible investor behaviour and build trust in market processes.
