Flipping the Scam Script:
Turning digital safety into a confident brand narrative
Client:
Union Bank of India
Sector:
Banking & Finance
Services:
Strategy, Creative, Digital Films
What we did (in a nutshell):
We created a campaign that empowered users to laugh off scam calls instead of fearing them, flipping the usual victim narrative. The Jamkar Phenko series used wit to educate and reframe control in the hands of the customer.
The films were released across social media platforms. And we rolled out a social media teaser post to build pre-buzz and email communications that carried the same confident, awareness-led tone, ensuring the campaign reached customers across key digital touchpoints.
This approach helped the bank turn a public service message into an engaging branded opportunity.
"This campaign helped us emerge not just as a bank, but as an empathiser. It reduced complaints, raised awareness, and made people feel seen."
Chander Mohan
Chief General Manager
Impact
Marked a shift from victims to vigilance, with a 20% customer flagging fake calls instead of falling for them.
Helped Union Bank emerge as an empathetic & customer-first brand.
Strong engagement across platforms
4.6M+
Views
3.3M+
Impressions
