Online financial fraud is rampant during festive and sale seasons, and fraudsters are now employing AI to scam innocent people.

Traditional PSAs fail to engage with Indians as they harbour an optimism bias. India’s first fraud awareness influencer, Vigil Aunty from HDFC Bank had to protect, awaken, and empower the masses.

During 2024’s end-of-season sale, Vigil Aunty in collaboration with Nora Fatehi, replicated the modus operandi of fraudsters by crafting an entirely fake brand – Lulumelon.

Fake social media pages, fake websites, and even ads where Vigil Aunty deepfaked herself into Nora, they did it all!

Those who clicked on these ads (planted with red flags) landed on the reveal website, where they realized how easy it was to get scammed.

They learnt how to identify fake websites and deepfake videos. They were encouraged to join the Vigil Army, a WhatsApp community of fraud fighters constantly updated with the latest frauds and safe practices.

1.4 million people fell for Lulumelon’s EOSS. 750 thousand people joined the Vigil Army. 350+ media outlets organically covered the campaign.