Meta has launched the second edition of its anti-scam campaign, Scam se Bacho 2.0, aimed at raising awareness about online scams and promoting digital safety practices among users in India.
This year’s campaign includes a collaboration with digital creator Signboard_wala, known for using placards with short, direct messages in public spaces. The campaign places these signs in key locations across Mumbai, using them to deliver information on online threats such as fake loan scams, impersonation, and OTP fraud.
Placards feature messages such as “Ex ho ya scammer, dono ko block & report karo” and “Keep your friends close and your OTPs closer”. These aim to inform users about digital safety tools like two-factor authentication, and Meta’s Block and Report features.
According to Meta, the campaign seeks to encourage people to adopt safer online behaviours without using traditional educational formats. “It’s awareness with a twist - no preaching, no drama – just authentic, relatable moments that resonate,” the company said in a statement.
Scam se Bacho was first launched in 2024, with actor Ayushmann Khurrana as the campaign’s face. It was developed in partnership with the Ministry of Electronics and Information Technology (MeitY), the Indian Cybercrime Coordination Centre (I4C), and the Ministry of Information and Broadcasting (MIB).
Meta said the initiative supports broader efforts to tackle the rise in scams and cyber fraud across the country.
