The Indian government has officially discontinued the cybercrime awareness caller tune voiced by Amitabh Bachchan
Campaign Concludes: Government Pulls the Plug on Big B’s Voice
After months of echoing through millions of phone calls across India, the cybercrime awareness caller tune voiced by Amitabh Bachchan has been officially discontinued as of June 26, 2025. The government confirmed that the campaign, which aimed to educate citizens about the rising threat of cyber fraud, has reached its conclusion.
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The pre-recorded message, which began with Bachchan’s unmistakable baritone urging listeners to stay alert against phishing, scams, and identity theft, was part of a broader digital safety initiative. While the intent was noble, the execution drew mixed reviews. Many users complained that the message delayed call connections especially during emergencies prompting widespread frustration on social media.
A government source stated, “The campaign has come to an end, and therefore, the caller tune will be removed from today.” The decision was reportedly influenced by growing public discontent and the need to streamline emergency communication.
Trolls, Tweets, and Big B’s Blunt Replies
As the caller tune became a daily fixture, so did the backlash. Social media platforms were flooded with memes, jokes, and complaints. Some users even directed their annoyance at Amitabh Bachchan himself, despite the actor merely lending his voice at the government’s request.
In a now-viral exchange on X (formerly Twitter), Bachchan responded to a troll who told him to “stop talking on the phone” by saying, “Sarkar ko bolo bhai, unhone jo kaha humne kar diya” (Tell the government, I did what they told me to do). Another user mocked his age, to which Bachchan replied with characteristic wit: “Jo satha, wo patha” (The older, the wiser).
This wasn’t the first time Bachchan faced criticism over a public service caller tune. During the COVID-19 pandemic, a similar message in his voice about safety precautions also drew ire, leading to a public interest litigation seeking its removal.
Despite the trolling, many fans came to his defense, praising his commitment to public welfare and his dignified responses. For some, the removal of the tune marks the end of a familiar voice that had become part of their daily routine.
Reflections on Impact: Was the Tune Effective?
While the caller tune may have been unpopular in some circles, its impact on public awareness is hard to ignore. Cybercrime cases in India have surged in recent years, and the government’s decision to use a celebrity voice was a strategic move to ensure the message reached a wide audience.
Experts believe that the campaign helped normalize conversations around digital safety, especially among older demographics who may not be as tech-savvy. “It was repetitive, yes, but repetition is key in awareness campaigns,” said a cybersecurity analyst. “The voice of Amitabh Bachchan gave it credibility and reach.”
Now that the campaign has ended, the focus shifts to what comes next. Will the government replace it with a new awareness initiative? Will digital safety education evolve into more interactive formats? These are questions yet to be answered.
For now, the silence on the other end of the line is both a relief and a reminder—of a campaign that tried to protect, a voice that became iconic, and a nation still grappling with the challenges of cybercrime.
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