In an age where phishing scams and digital impersonation have become frighteningly sophisticated, brands are pushing back with creativity, collaboration and a bit of pop culture flair. From interactive storytelling to gamified learning, these initiatives are not only educating consumers but also building trust and driving customer acquisition.
In a round of fresh collaborations, brands like Meta and JioHotstar are leveraging the iconic RAW officer Himmat Singh, portrayed by Kay Kay Menon, to confront scammers head-on. In one standout crossover spot, a film crew member on the set of Special Ops 2.0 receives a threatening ‘digital arrest’ video call from someone pretending to be a police officer. Himmat Singh steps in, critiques the scammer’s acting skills, takes a screenshot and shuts down the call, all while educating viewers on WhatsApp safety features like ‘Silence Unknown Callers’ and block and report options.
Meta’s ‘Scam Se Bacho’ initiative, along with JioHotstar, expands on this through immersive storytelling tied to Special Ops 2.0, turning espionage drama into a timely lesson on spotting scams. These narratives emphasise how fear and authority are weaponised by fraudsters and how a simple tap can stop them. Meta’s previous ‘Scam se Bacho’ campaign, featuring Bollywood star Ayushmann Khurrana, also tapped into pop culture with a remake of the iconic ‘Oye Lucky Lucky Oye’ song featuring Abhay Deol, turning scam awareness into an engaging, relatable experience. Partnering with regional creators, Meta localised scam awareness into nine languages, making safety education accessible and relatable.