Meta has launched the third edition of its nationwide anti-scam awareness campaign, Scam Se Bacho, in collaboration with the Indian Cyber Crime Coordination Centre (I4C) and the Securities and Exchange Board of India (SEBI), aimed at helping users identify, question and report common online frauds. The renewed campaign was kicked off with an educational film featuring actor Neena Gupta and popular digital creators Sukriti Chaturvedi, Yuvraj Dua and Shreyas Mendiratta. Using humour and everyday situations, the film highlights prevalent scam formats such as fake job offers seeking upfront payments, “digital arrest” scams impersonating law enforcement, and fraudulent investment schemes promising assured or quick returns.
SEBI Chairman Tuhin Kanta Pandey said digital platforms are increasingly being misused to lend false legitimacy to financial scams, urging citizens to verify SEBI-registered entities before investing. Gupta, speaking on her association with the initiative, stressed that scams often appear friendly or urgent, making awareness and verification critical. The year-long campaign will include regional creator partnerships and continued public education, while reiterating the need to report fraud through the national cybercrime helpline 1930.
Kolkata, with its growing base of first-time digital investors and job seekers, has seen rising exposure to online investment and employment scams. Awareness drives such as Scam Se Bacho are expected to play a key role in improving digital caution among users in the city’s expanding online economy.