Remitly
Don't Get Scammed.FM
Boosting awareness and trust among British South Asians sending money to Pakistan and India.
Idea
Our key insight? There is already a centuries-old trusted method of transferring money among the South Asian community - hawala.
It’s fast, it’s cheap… it’s also completely unregulated, linked to money laundering, and illegal in many countries.
We needed to educate the community on the risks of hawala (and benefits of Remitly) but in a way that felt authentic.
Enter British-Pakistani icon Chabuddy G. The former scammer turned scambuster as we gave the self-styled ‘Mayor of Hounslow’ his own radio show, complete with actual financial expert Bola Sol.
