MUMBAI: According to RBI data, India has seen a sharp rise in financial frauds, with bank fraud cases up 27% in 2024, totalling ₹21,367 crore, and cyber fraud losses exceeding ₹1.7 billion. In a bold move to combat digital fraud, Fibe, a fintech and consumer lending app, has yet again launched a campaign to educate users identify frauds and empower them on avoiding scams.
Fibe’s Fraud Awareness Simulator, campaign – ‘Fraud Awareness Simulator’ leveraged ChatGPT for a two-week campaign to reinforce the power of AI-driven content in financial security awareness. Designed to tackle the challenge of low fraud awareness among consumers, the campaign delivered interactive, gamified AI-generated content tailored to user behaviour, engaging thousands to stay informed and protect their finances.
The campaign, developed in-house, through AI-assisted content personalisation ensured that users received fraud-related messages relevant to their behavior and risk profile. Besides, data-driven insights derived from AI-analyzed engagement metrics, helped optimize content distribution and enhance performance across various channels.
Sudesh Shetty, Founding Member, EVP – Marketing Fibe said, “Financial security begins with awareness. The thought behind our Fraud Awareness Simulator campaign was in line with our commitment to protecting users from financial threats and frauds. By gamifying fraud prevention, we empowered consumers to recognize and tackle financial threats in real time. This campaign builds on our customer-first approach and past initiatives like ‘Freedom from Fraud’. We will continue to expand AI’s role in fraud prevention to further enhance user security.”
The campaign achieved breakthrough results with 2,876 AI-driven chat interactions and a total of 27,540 clicks generated across multiple channels. Additionally, personal LinkedIn shares by Fibe looked to further boost engagement, amplifying the campaign’s reach and effectiveness. Overall, the campaign garnered 100k reach on YouTube and LinkedIn.
