Cyber scams often begin with one simple thing: curiosity. To turn that vulnerability into awareness, JioHotstar deliberately “leaked” a fabricated internal content deck filled with highly anticipated titles and irresistible-looking links. People clicked expecting exclusive content. Instead, they found Kay Kay Menon as Himmat Singh from Special Ops waiting with a cyber-safety PSA about the very behaviour they had just experienced. The campaign reached 24.4M people, generated 11.6M views and 1.53M engagements, while #JioHotstar2025Leaked trended on X. Instead of telling people not to click suspicious links, we gave them one they wouldn’t forget.