JM Financial has launched its digital campaign #BachkeRehnaRe to raise awareness about the rising threat of financial scams. Centered around a humorous film titled Scam Ka Check Mate, the campaign features Circuit Chacha—a witty, streetsmart character—who uses Hinglish and relatable humor to educate viewers on spotting, verifying, and reporting scams.

Using chess as a metaphor, the video simplifies common fraud tactics like fake investment promises and highlights key red flags. Unlike fear-based messaging, the campaign uses storytelling to make fraud awareness engaging and shareable.

#BachkeRehnaRe will roll out across JM Financial’s social media through reels, static creatives, and interactive content. The initiative underscores the company’s commitment to promoting digital safety and informed consumer behavior in an increasingly online world.

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