Airtel has introduced a new campaign titled 'The Safe Network' to address the growing threat of cyber fraud in India. With over 700 million smartphones connected to the internet daily, cyber scams have become a daily concern for users. High value fraud cases surged in 2024, with losses exceeding twenty million dollars and thousands of complaints being reported each day.

To tackle this, Airtel has enhanced its AI powered network safeguards. The telecom major already analyses over 250 parameters in real time to block suspicious calls and messages. Now, the focus has shifted to malicious links, which have emerged as the latest tool used by cybercriminals. These deceptive links often appear in everyday digital spaces like messaging apps, social media, and emails.

 

Airtel’s upgraded AI system will now detect and block malicious links before users can click on them. These links will be rendered unclickable across all digital platforms. This feature will be available to every Airtel customer automatically, without the need for any additional apps or subscriptions.

To communicate this new layer of security, Airtel partnered with creative agency Fundamental and director Ram Madhvani to roll out two ad films. Both narratives feature real life inspired scenarios that show how scams often unfold. In each case, Airtel intervenes with a simple yet powerful message: "Kuch Nahi Hoga", reassuring users that they are protected.

One ad depicts a woman receiving a fake banking alert while at the gym, while the other shows a working professional being threatened with false legal claims via a message. In both situations, Airtel’s technology steps in to block the scam attempt before any harm is done.

Pallavi Chakravarti, Founder and CCO at Fundamental, emphasised that Airtel’s commitment to customer safety is not just a brand promise but an ongoing action. She highlighted how the campaign reassures users that even if they slip up, Airtel’s network will protect them.

The campaign builds on Airtel’s earlier efforts that focused on call and SMS fraud. With this new initiative, the brand is expanding its protection to cover modern digital threats like phishing links.

Airtel's proactive stance highlights the important role telecom companies play in securing user experiences in today’s digital age. As scams continue to evolve, Airtel is adapting its network to stay one step ahead.

 

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