Meta has launched the third edition of its flagship anti-scam awareness initiative Scam Se Bacho, strengthening its efforts to curb the growing threat of digital fraud in India. The renewed campaign is being rolled out in collaboration with the Indian Cyber Crime Coordination Centre (I4C) and the Securities and Exchange Board of India (SEBI). The campaign was kicked off with an educational film featuring veteran actor Neena Gupta along with digital creators Sukriti Chaturvedi, Yuvraj Dua and Shreyas Mendiratta. Using humour and familiar, real-life situations, the film highlights common scam formats such as fake job offers demanding upfront fees, “digital arrest” scams impersonating law enforcement agencies, and fraudulent investment schemes promising guaranteed or overnight returns. The messaging focuses on how scammers exploit urgency, authority and misplaced trust.
SEBI Chairman Tuhin Kanta Pandey said financial scams are increasingly leveraging digital platforms to create false legitimacy and urged citizens to invest only through SEBI-registered entities. Neena Gupta, speaking on her association with the campaign, said awareness and verification are crucial, as modern scams often appear friendly and convincing.
The year-long campaign will include regional creator partnerships and continued public education initiatives, while encouraging users to report fraud by calling the national cybercrime helpline 1930.
Kolkata’s expanding base of digital investors and online job seekers has also increased exposure to investment and employment scams. Industry experts believe awareness campaigns like Scam Se Bacho could significantly strengthen digital caution and investor confidence across the city’s fast-growing online economy.
