The initiative has been developed in collaboration with the Indian Cyber Crime Coordination Centre (I4C) and the Securities and Exchange Board of India (SEBI) and will run throughout the year.

The includes regional creator partnerships to educate users about common types of online fraud, such as fake job offers demanding upfront fees, digital arrest scams impersonating government or law enforcement officials, and fraudulent investment schemes promising guaranteed or rapid returns.

The campaign film also adopts a light-hearted yet cautionary approach, using real-world scenarios and familiar conversations to illustrate how scammers create a sense of urgency, authority, or trust to mislead people. Additionally, the campaign encourages users to pause, question, and verify before taking action, and to make use of safety tools and reporting mechanisms available on digital platforms.

“Scams today don’t always look dangerous – they often sound friendly, urgent, and convincing. I’m proud to support Meta’s anti‑scam initiative because awareness is the first step to protecting yourself and your loved ones from online scams,” said actor Neena Gupta.

Adding to the statement, Neena shared, “This educational film is a friendly reminder for people to pause, question, and verify before you act – and definitely use Meta’s safety tools that are designed to help you take control of your safety. My hope is that this message reaches millions across India and helps people feel more confident and prepared when faced with suspicious situations.”

“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,” said Shri Tuhin Kanta Pandey, chairman of SEBI.

Shri added, “Public awareness initiatives like these are critical in reducing the impact of such frauds and protecting investor interests and people’s hard-earned money.”

Moreover, Meta stated that the campaign will continue to work with creators and government stakeholders to make digital safety information accessible, engaging, and actionable, and encourages users to report scams by contacting the national cybercrime helpline at 1930.

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