CelcomDigi’s 'Kisah benar: Scam siber' hooks 4 million viewers

CelcomDigi’s latest scam awareness campaign has struck a chord with Malaysians, reaching more than 4 million people nationwide through its collaboration with Media Prima’s iconic crime show 999, the brand shared.

The 13-episode series, "Kisah benar: Scam siber" ('True story: Cyber scams'), transformed real-life scam cases into relatable storytelling, unpacking various types of online fraud such as love scams, fake jobs, phishing, deepfake fraud, and fake investments. Each episode not only highlighted how scams evolve but also broke down the emotional and financial toll on victims, offering expert advice and practical tips to stay safe online.

Don't miss: CelcomDigi, Meta and Comms Ministry back new wave of scam awareness creators

Running over three months, the campaign extended beyond television, engaging wider audiences through short-form videos and full episodes on Tonton. The move effectively brought scam awareness into everyday digital conversations, sparking nationwide dialogue on safer online behaviour.

According to CelcomDigi, the campaign is part of its larger commitment to fight fraud and build a trusted digital environment in Malaysia. “Scams are evolving, and so must our approach to awareness,” said Philip Ling, head of sustainability at CelcomDigi. “Through relatable storytelling and strong partnerships, we’re helping Malaysians stay informed and alert in their everyday digital lives. This is one of many steps we are taking to build a safer, more resilient digital community.”

The "Kisah benar: Scam siber" series builds on CelcomDigi’s broader ecosystem of anti-scam initiatives launched over the past three years. These include the interactive online game "Can you escape online scams?", created with Malaysiakini to simulate real-world scam scenarios, as well as a story hub featuring accounts from scam victims and survivors. The telco has also run training sessions for civil servants, educators, radio deejays, and youth leaders to equip them as scam awareness advocates.

To reach younger audiences, CelcomDigi has also tapped content creators and influencers to amplify scam prevention messages on social media, ensuring that anti-scam education stays relevant across platforms.

With its blend of entertainment, education, and emotional storytelling, "Kisah benar: Scam siber" shows how brands can use media partnerships to drive real social impact while strengthening their connection to digital safety and responsibility. The full series is now available for streaming on Tonton.

Earlier this month, CelcomDigi also partnered up with the Ministry of Communications, Meta Platforms and social impact agency Ratio:Cause, with media partner Tonton, to bring together 35 content creators and youth leaders who collectively reach more than five million users online, equipping them to advocate for scam awareness and safer digital habits across their communities.

The latest edition of "Online safety IRL: Scam edition", takes a multi-stakeholder approach to strengthening digital resilience. It follows the success of the programme’s first edition, which reached over 2.8 million Malaysians through creator-led campaigns on online safety.

Related articles: 
CelcomDigi’s National Day film brings unseen moments from 160 towns to life
GrowthOps Creative launches dedicated studio for CelcomDigi
CelcomDigi completes brand unification with launch of new all-in-one app