CelcomDigi teams up with TV3’s ‘999’ to bust cyber scams

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CelcomDigi Berhad is stepping up its fight against cyber fraud with a new content push on TV3’s iconic crime show 999.

In partnership with Media Prima Berhad and OMD Malaysia, the telco has launched Kisah benar: Scam siber ('True story: Cyber scams'), a special segment designed to educate Malaysians about the alarming rise and evolving face of online scams.

Running for thirteen episodes from 1 July to 23 September 2025, Kisah benar: Scam siber will air every Tuesday at 9.00 p.m. Each instalment features dramatic reenactments based on real police reports of cybercrime cases from Macau scams and fake parcel deliveries to bogus job offers and romance scams. The reenactments will be paired with concise prevention tips that viewers can put into practice.

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The campaign comes as audience insights from CelcomDigi and OMD Malaysia found that nostalgia is a culturally trending theme among consumers. Kisah benar, a beloved series that most Malaysians grew up watching, is a perfect fit as it holds strong nostalgic value and is deeply rooted in Malaysian entertainment culture.

Beyond TV, the initiative extends to digital too. Short video capsules will be shared on TV3 Malaysia’s and 999’s social media channels, ensuring key lessons reach audiences who prefer bite-sized, on-the-go content. Full episodes will also be available on Media Prima’s streaming platform, Tonton.

By leveraging TV3’s reputation as a trusted source of crime stories and CelcomDigi’s massive digital network, the partners hope to boost digital literacy and empower Malaysians to recognise, resist and report scams.

The first six episodes spotlight common scams still catching out victims nationwide, including phone scams, love scams, parcel scams, online investment scams, fake job offers and cash reward scams. Topics for later episodes will be announced as the series progresses.

“Cybercrime is real, and it is evolving faster than ever in today’s digital age. We believe awareness is the strongest first line of defence. That is why we have taken a proactive role and go beyond our role as a telco to champion and be an advocator for responsible and secure online behaviour,” said Chan May Ling, head of brand and marketing services at CelcomDigi.

She added: “Kisah benar allows us to share real-life scam stories that Malaysians can relate to and learn from. Our ambition is to equip every Malaysian with the right knowledge to build stronger resilience and stay safe online, by helping them recognise, resist and report scams, and ultimately foster a safer digital environment for all.”

Mayank Bhatnagar, managing director of OMD Malaysia, said: “Our partnership with CelcomDigi and Omnia TV to revive the iconic Kisah benar series reflects our mission to continuously co-create innovative and culturally-relevant campaigns with our clients and partners. We are going beyond delivering media placements to actively educate Malaysians about real cyber scam stories, fostering brand trust, and empowering them to stay vigilant.”

Prior to the show’s launch, a hologram machine was installed at one of the busiest LRT interchanges, Masjid Jamek station, showcasing realistic scam scenarios that mirrored the themes of the TV show.]

This was complete with live emotional scenes and re-enactments. These included a young woman breaking down in distress after receiving a suspicious call about a parcel she never ordered, another woman losing composure upon discovering her lover had scammed her out of money, and a student visibly shaken after being pressured to transfer more funds to a so-called bank officer, all unfolding in real time.

Scams in Malaysia are on the rise. Malaysian teenagers especially are facing growing threats online, from scams and impersonations to hacking and gambling, according to a critical white paper by the Social & Economic Research Initiative (SERI). The study found that more than half of Malaysian teens have encountered scams on social media, with fake offers and phishing schemes being the most common.

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