Client: Remitly
Remitly didn’t want to lecture British Pakistani communities about scams like a bank manager. So, they hired a hustler. Chabuddy G - the king of side-quests - flipped from scammer to whistleblower, hosting a pirate radio show called Don’t Get Scammed FM. From the back of a van, over Bhangra beats, he broke down real scam tactics with finance expert Bola Sol. No jargon. No finger-wagging. Just culture, comedy and cold hard truths. Launched during peak remittance season, the campaign delivered major earned impact: record search spikes, 123.7M reach and strong penetration in key South Asian communities.
