New Delhi: Meta has rolled out the third edition of its flagship anti-scam initiative, Scam Se Bacho, a digital awareness campaign aimed at helping people identify, question, and report online scams. The campaign is being launched in partnership with the Indian Cyber Crime Coordination Centre (I4C) and the Securities and Exchange Board of India (SEBI), and features veteran actor Neena Gupta alongside leading digital creators to promote safer online behaviour.
Designed to address the rising incidence of digital fraud, the campaign highlights some of the most common scam formats, including fake job offers demanding upfront payments, “digital arrest” scams involving impersonation of law enforcement officials, and fraudulent investment schemes promising unrealistic or guaranteed returns. The awareness film uses a light-hearted yet cautionary narrative style, showing how scammers often disguise threats as urgency, authority, or opportunity.
The campaign film stars Neena Gupta along with popular creators Sukriti Chaturvedi, Yuvraj Dua, and Shreyas Mendiratta. Drawing from real-life scenarios and everyday conversations, the film breaks down how scammers build false trust and pressure victims into quick decisions. Viewers are encouraged to pause, verify information, and make use of in-app safety features and reporting tools.
“Emphasising the need to drive scam awareness in partnership with Meta, Tuhin Kanta Pandey, Chairman, Securities and Exchange Board of India (SEBI), said, “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.”
Speaking about her association with the campaign, Actor, Neena Gupta said, “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. 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.”
Through the latest edition of Scam Se Bacho, Meta said it is continuing to work closely with creators and government stakeholders to make digital safety information more accessible, engaging, and actionable for users across the country. The campaign also reinforces the importance of reporting cyber fraud and urges users to contact the national cybercrime helpline 1930 in case of suspected scams.
