Meta has relaunched its anti-scam campaign, Scam Se Bacho, in partnership with I4C and SEBI. Featuring Neena Gupta and digital creators, the initiative highlights common online frauds like fake jobs, digital arrests, and investment scams. Using humour and real-life scenarios, it urges vigilance, questioning, and reporting to protect citizens online.
Meta has unveiled the third edition of its flagship anti-scam campaign, Scam Se Bacho, a renewed digital awareness initiative designed to help people recognise, question, and report common online scams. In collaboration with the Indian Cyber Crime Coordination Centre (I4C) and the Securities and Exchange Board of India (SEBI), the campaign underscores the growing urgency of protecting citizens from digital frauds that continue to proliferate across platforms. By combining the credibility of acclaimed actor Neena Gupta with the relatability of popular digital creators, Meta aims to reach diverse audiences and encourage safer online practices in a country where internet penetration is rapidly expanding.
The campaign arrives at a time when online scams are becoming increasingly sophisticated, often exploiting trust, urgency, or authority to mislead unsuspecting individuals. From fake job offers demanding upfront fees to digital arrest scams impersonating government or law enforcement officials, and fraudulent investment schemes promising guaranteed or overnight returns, the tactics employed by scammers are varied but share a common thread: they prey on human vulnerability. Meta’s campaign film adopts a light-hearted yet cautionary tone, using humour and familiarity to unpack how scams often disguise themselves as opportunity, authority, or urgency. By presenting these scenarios in a relatable manner, the campaign seeks to empower people to pause, question, and verify before taking action.
Neena Gupta’s presence in the campaign adds gravitas and recognition, while creators Sukriti Chaturvedi, Yuvraj Dua, and Shreyas Mendiratta bring a youthful, conversational energy that resonates with digital-native audiences. Together, they demonstrate how scammers manipulate everyday situations, creating fake urgency or invoking false authority to push individuals into hasty decisions. The film draws from real-world scenarios, showing how fraudsters exploit familiar contexts—whether through a seemingly legitimate job offer, a threatening call from a supposed official, or an investment pitch promising unrealistic returns. By weaving humour into these cautionary tales, the campaign ensures that the message is not only memorable but also accessible to a wide demographic.
The initiative is not limited to awareness alone; it also emphasises the importance of using available safety tools and reporting mechanisms. Meta encourages users to question suspicious messages, verify claims, and report fraudulent activity through its platforms. The campaign reinforces the idea that vigilance is a collective responsibility, and by reporting scams, individuals contribute to protecting not just themselves but also their communities.
Shri Tuhin Kanta Pandey, chairman of SEBI, highlighted the critical importance of such initiatives in the current digital landscape. “Financial scams are increasingly using digital platforms to mislead individuals through false claims of legitimacy and unrealistic return promises. Citizens must remain vigilant and ensure they engage only with SEBI-registered entities before making any financial investment decisions. Meta’s anti-scam campaign is crucial for public awareness amidst the rising cases of financial fraud. Public awareness initiatives like these are critical in reducing the impact of such frauds and protecting investor interests and people’s hard-earned money,” he said. His remarks underline the growing concern among regulators about the scale and impact of digital fraud, particularly in financial domains where losses can be devastating for individuals and families.
The partnership with I4C further strengthens the campaign’s credibility, aligning it with national efforts to combat cybercrime. I4C, established under the Ministry of Home Affairs, has been at the forefront of coordinating responses to cyber threats and frauds. By joining forces with Meta, the initiative gains institutional backing and reinforces the message that combating scams requires collaboration between technology companies, regulators, and law enforcement agencies.
Meta’s decision to adopt a light-hearted approach in the campaign reflects an understanding of how audiences engage with digital content. In a landscape saturated with information, humour and relatability can cut through the noise, making serious messages more digestible. The campaign’s creative strategy ensures that while the tone is approachable, the underlying message remains clear: scams are pervasive, and vigilance is essential.
The third edition of Scam Se Bacho builds on the success of its earlier iterations, expanding its scope and reach. By featuring a mix of established and emerging voices, Meta ensures that the campaign appeals across age groups and digital habits. Neena Gupta’s involvement appeals to audiences who value her credibility and experience, while the digital creators connect with younger viewers who consume content in short, engaging formats. This multi-pronged approach reflects Meta’s broader strategy of leveraging diverse voices to amplify important messages.
The campaign also reflects a broader shift in how technology companies are addressing online safety. Beyond providing tools and policies, there is a growing recognition that education and awareness are critical in empowering users. Scams thrive on ignorance and impulsivity; by equipping people with the knowledge to recognise red flags, initiatives like Scam Se Bacho aim to reduce the effectiveness of fraudulent tactics.
India’s digital ecosystem, with its vast user base and rapid adoption of online services, presents both opportunities and challenges. While digital platforms have enabled unprecedented connectivity and convenience, they have also created fertile ground for fraudsters. The rise of digital payments, online investments, and remote work has expanded the avenues through which scams can operate. In this context, campaigns like Meta’s are not just timely but essential. They serve as reminders that technology, while empowering, requires responsible use and constant vigilance.
As scams evolve, so too must awareness efforts. Meta’s campaign demonstrates that combating fraud is not solely about enforcement but also about culture—creating an environment where questioning suspicious claims becomes second nature. By embedding this mindset into everyday digital interactions, the initiative hopes to foster resilience against scams.
Ultimately, Scam Se Bacho is more than a campaign; it is part of a broader movement to safeguard India’s digital future. By combining institutional partnerships, creative storytelling, and practical guidance, Meta has crafted an initiative that speaks to the realities of online life while equipping people to navigate them safely. In doing so, it underscores the role of awareness as the first line of defence against scams, reminding citizens that vigilance, scepticism, and reporting are powerful tools in protecting themselves and their communities.
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