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):

Union Bank wanted to build awareness across the nation in a fresh, sophisticated way. One that kept customers confident, not stressed. So... we reframed fraud communication into something interesting, quirky and share-worthy.

With the #JamkarPhenko series, a set of four digital films, we turned the tables on scammers with humour. Each film encouraged people to playfully laugh off scam calls instead of fearing them, using wit to educate and put control back 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.”

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