India faces a formidable challenge - online financial fraud, which costs citizens $8.39 billion annually. Traditional awareness tactics haven’t cut it, being too dull and temporary to stick. Meanwhile, fraudsters evolve employing the likes of deepfake AI and celebrity imagery to dupe people. Norton’s findings are alarming: 40% of Indian shoppers fall prey to scams during the festive and sale seasons.

Vigil Aunty is a fraud-fighting influencer created by HDFC Bank to tackle the prevalent issue of online fraud through wit and wisdom. She aims to awaken the masses and arm them with the knowledge to thwart such attempts. This year, Vigil Aunty decided to take on the biggest threat to Indian wallets - AI-led fraud.

"Sometimes it takes a good fall to really know where you stand.”

Hayley Williams, lead vocalist, Paramore.

We chose an unorthodox approach to challenge the public's optimism bias and etch a memorable lesson about vigilance. Who better to do this than our fraud-fighting influencer, Vigil Aunty?

We introduced ‘Lulumelon', a fake brand (a name similar to a real brand) launching in India during the much-awaited end-of-season sale period. A full-scale launch campaign—complete with social media (fake) buzz, a bespoke (fake) website, and compelling ads featuring (deep-fake) Nora Fatehi, Bollywood’s heartthrob diva.

Unsuspecting shoppers, lured by the promise of deals, clicked only to discover their susceptibility to scams. Vigil Aunty cautioned them and gave crucial lessons on financial safety.

This wasn't just a scam; it was a wake-up call.

Our strategy was simple: make people realize their susceptibility by replicating precisely what a fraudster would do to dupe them during the end-of-season sale period. We created fake social media profiles and websites with altered domain names and extensions, even mimicking the mistakes a fraudster might make.

The introduction of a ‘global' brand, Lulumelon, into the Indian market, coupled with the star power of Nora Fatehi, lent unparalleled credibility. We enhanced this by creating urgency with limited time offers and crafting an irresistible bait.

We targeted teens living off pocket money to senior citizens paying bills through pensions. Utilizing platforms ranging from Instagram and LinkedIn to WhatsApp, emails, and even direct calls, we covered all bases to drive traffic to the website.

Upon arrival on the website, Vigil Aunty revealed the truth and encouraged visitors to join the 'Vigil Army'—a community of fraud fighters on WhatsApp dedicated to combating fraud.

We brought Bollywood diva Nora Fatehi into the fold of our 'scam' to raise awareness about deepfakes. With Nora's consent, we transformed our fraud-fighter, Vigil Aunty, into a deepfake version of Nora, using a plethora of publicly available photos and videos to train a sophisticated AI to replicate her look and voice.

Our completely fictional brand, Lulumelon, had everything a real business would have—social media pages, targeted advertisements, and a slick website that mimicked an authentic e-commerce platform. The ads featured a deep-faked Nora promoting eye-catching festive season discounts, strategically placed across channels.

As a fun little Easter egg, our Lulumelon logo spelled 'ULU' (slang for fool), a playful nod to the theme, which was all about not being fooled. As news of Nora's deepfake spread, media outlets quickly picked up the story, catapulting our message about the perils of online scams into the spotlight.

Why did a bank scam the public? To save them!

1.9 million people fell for our Lulumelon EOSS scam. They visited the fake shopping website, where they learned firsthand about their vulnerability to scams.

Over 820,000 individuals joined our Vigil Army via a WhatsApp chatbot, forming a vigilant community that now spreads awareness about fraud.

The campaign captured the attention of over 350 media outlets, generating an impressive INR 13.7 Million in earned media.

Most importantly, we started a conversation and made people realize that we would go to any lengths to safeguard their money, and that’s the kind of bank people want to bank on.