India is home to some 692 million Internet users and has one of the world’s highest data consumption rates per user. While this has created many conveniences, this digital landscape has become both a playground and a minefield. And as young people spend more time online, the hidden dangers increase.

To build awareness of those dangers, Dainik Jagran inext — a daily newspaper in India’s largest Hindi-speaking market — launched a groundbreaking campaign across 12 major cities.

The Fake Friends initiative was designed to highlight the hidden dangers lurking online, particularly for the youth of the Hindi heartland. Recognising the urgent need for awareness among millions of young people and their parents, the campaign set out with a bold mission: to educate and empower.

Safeguarding young people

The three-week multimedia campaign sought to connect with those most vulnerable to online threats. In its print newspaper, Dainik Jagran inext shared real-life stories of young individuals who had fallen prey to digital predators and showed how their lives had been disrupted. These narratives served as cautionary tales, highlighting the importance of vigilance in the digital realm.

Reaching students in local schools was pivotal, so Dainik Jagran inext reached out to more than 60 schools in 12 cities, conducting cyber awareness sessions in each of the schools.

Students were shown practical examples of online threats and effective self-defense strategies, and this hands-on approach ensured that the message reached the youth directly, fostering a sense of community and shared responsibility.

By partnering with a professional cyber cell company, the campaign was able to offer advice from seasoned professionals who were adept at identifying and combating online dangers.

Reinforcing safety with parents

Understanding that parents often lack insight into their children’s online activities, the campaign expanded its focus to include guardians.

Since many youngsters hesitate to approach their parents about online issues, Dainik Jagran inext organised Webinars featuring cybersecurity experts who educated parents on recognising the warning signs that their children might be in danger.

The sessions empowered parents to become proactive allies in their children’s digital lives, reinforcing that open communication is critical to navigating online challenges.

Fake Friends, real results

The Fake Friends campaign resonated deeply with young people, and their parents responded favourably:

• Over the course of three weeks, the initiative reached an astounding 4 million people across print, on-ground, and digital platforms.
• Direct engagement with 72,000 teenagers in over 60 schools across 12 cities marked a significant achievement, igniting a mini-revolution in digital awareness.

Through the Fake Friends campaign, Dainik Jagran addressed a pressing issue and fostered a culture of awareness and caution among millions. By empowering teenagers and their parents, the campaign has the potential to save lives and create a safer online environment.

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .