When was the last time a public service campaign gave you goosebumps?
CelcomDigi’s latest initiative, Kisah Benar: Scam Siber, airing as a special segment on TV3’s long-running crime series 999, is doing just that.
More than just another awareness campaign, this revival of the nostalgic Kisah Benar format hits home with raw, emotional storytelling based on real-life cyber scams – stories that could easily happen to anyone.
Launched on 1 July 2025, the 13-episode segment runs weekly until 23 September, each Tuesday at 9.00 p.m., and is a collaboration between CelcomDigi Berhad, Media Prima Berhad, and OMD Malaysia.
The campaign’s aim is urgent: to educate Malaysians about the rising threat of cyber scams that now cost the country an estimated 3% of its GDP, according to the Global Anti-Scam Alliance.
From love scams to parcel cons, online job fraud to investment trickery, each episode brings to life true cases reported to the Royal Malaysia Police (PDRM).
These aren’t fictional dramas — they’re cautionary tales, re-enacted to jolt viewers into realising how easy it is to fall prey.
A Reboot Rooted in Trust and Culture
So, why bring back Kisah Benar now?
“The emotional and cultural resonance of Kisah Benar is unmatched,” explains Chan May Ling, Head of Brand & Marketing Services at CelcomDigi.
“It’s a series many Malaysians grew up with, and it still holds powerful nostalgic value. We wanted to build on that trust to deliver a message that truly matters — cybercrime is real, and it’s getting more sophisticated.”
But this isn’t just a throwback move.
Audience insights revealed that nostalgia is trending among Malaysian consumers, offering the perfect moment to revive a familiar format with a contemporary twist. Kisah Benar: Scam Siber taps into both memory and modern-day digital anxieties, creating a campaign that’s emotionally resonant and culturally on point.
“Awareness is the first line of defence,” adds Chan.
“We want every Malaysian to be equipped with the knowledge to recognise, resist, and report scams. It’s about fostering a safer digital future for everyone.”
For those who miss the live broadcast, short, snackable capsules — featuring prevention tips and key scene recaps — are being shared on TV3 Malaysia’s and 999’s official social media channels.
Full episodes are also available on the Tonton streaming platform, making the content more accessible to digital natives and older viewers alike.
But what truly sets this campaign apart is its immersive, real-world activation.
Ahead of the premiere, a hologram machine was set up at Masjid Jamek LRT interchange — one of the busiest commuter hubs in Kuala Lumpur.
The installation depicted emotionally charged scam scenarios in real-time: a distraught woman receiving a suspicious parcel call, a student trembling after being duped by a “bank officer,” a young woman sobbing as she realises her online lover has conned her.
The scenes were not just eye-catching; they were gut-wrenching.
This on-ground activation was a bold, theatrical way to mirror the urgency of the TV show.
And it worked — commuters stopped, watched, and many walked away visibly shaken but wiser.
Purpose-Driven Storytelling That Sticks
For OMD Malaysia, the agency behind the media strategy, this is branding with a purpose.
“Our partnership with CelcomDigi and Omnia TV to revive Kisah Benar reflects our commitment to meaningful, culturally relevant campaigns,” says Mayank Bhatnagar, Managing Director of OMD Malaysia.
“We’re not just placing media — we’re co-creating stories that matter. This campaign not only drives brand trust but also empowers Malaysians to take control of their digital safety.”
In an era where scam syndicates operate like corporations, Kisah Benar: Scam Siber is a necessary counter-narrative. It’s a campaign that brings together nostalgia, storytelling, and public education in a way that lingers — long after the credits roll.
The next time your phone rings with an unknown number, or you receive a suspicious message promising easy money, remember you’ve seen this episode before.
Catch Kisah Benar: Scam Siber every Tuesday, 9.00 p.m. on TV3 — and stay one step ahead.
