The Reserve Bank of India (RBI) is typically a serious institution, but their recent video ad tackling common coin confusion shows a truly creative side. This advertisement is a perfect example of effective public service communication, using humor and relatable scenes to stop a widespread false rumor: the idea that old coins, especially the ₹10 coin, are no longer valid currency. This misinformation had been causing unnecessary problems for shopkeepers, children, and regular consumers across the country.
1. The Power of Relatable Humor
The campaign’s success lies in its direct and funny approach to a real-life annoyance, making the communication immediately impactful.
Tackling a Real Problem: The ad immediately sets the scene by showing everyday moments where people mistakenly refuse old ₹10 coins—whether a shopkeeper arguing with a customer or adults questioning a child’s collection. By highlighting these familiar situations, the RBI instantly connects with the viewer, proving that the confusion is widespread and needs to be solved.
Creating a Star: The most brilliant part of the ad is giving the ₹10 coin a voice and a personality. The animated coin literally speaks up for itself, declaring, “Don’t listen to rumors, listen to me… I will definitely work!” This simple, clever technique turns a serious financial lesson into a light and memorable piece of entertainment, ensuring the message reaches a wide, multi-generational audience.
2. Simple, Unforgettable Messaging & Impact
The RBI understood that to stop a rumor, they needed a message that was simple, clear, repeated often, and delivered with authority.
The Clear Answer: The entire ad is built on the repetitive question-and-answer cycle: “Does this old coin work?”. The clear and strong answer repeated throughout the video is a resounding “It works! It works! It works!”. This consistent repetition helps to successfully replace the false rumor with the correct, official information.
Wider Scope of Clarity: Beyond the ₹10 coin, the ad expands its clarity by officially confirming that the ₹10 coin, along with all old and new coins of 50 paise, ₹1, ₹2, ₹5, and ₹20, will continue to be valid currency. This comprehensive statement removes doubt for almost all small currency denominations.
A Final Word from the Bank: The video then signs off with the official RBI advice: “Be informed, be alert”. This powerful call to action encourages the public to actively seek out and rely on official sources like the RBI, rather than letting false rumors cause unnecessary problems or financial friction in daily life.
By transforming a dry banking rule into a funny, character-driven story, the RBI managed to create an educational campaign that is both highly engaging and genuinely helpful for the public, serving as a masterclass in effective public policy communication.
Summary
The Reserve Bank of India (RBI) advertisement effectively counters the widespread false rumor that older coins, particularly the ₹10 coin, are no longer legal currency. The campaign uses a humorous, character-driven story where an animated coin speaks for itself, confronting common, everyday scenarios of coin refusal. The ad successfully replaces misinformation with a clear, authoritative message: all coins (50 paise, ₹1, ₹2, ₹5, ₹10, and ₹20, old and new) will continue to work. It is a highly effective piece of public service communication that encourages citizens to “Be informed, be alert”.
