Thiruvananthapuram: In a pioneering initiative to combat the escalating threat of cybercrime, the Kerala Co-operative Milk Marketing Federation (Milma) and the Kerala Police have launched a joint campaign titled 'Milk and Care.' This unique collaboration aims to disseminate cyber safety messages to the public by printing them on Milma's widely distributed milk packets, thereby leveraging the brand's extensive reach across the state.
Starting May 24, 2025, Milma's milk sachets will carry concise cyber safety advisories, marking a significant step in public awareness efforts. With approximately 3.3 million packets sold daily, Milma's distribution network provides an effective platform to reach diverse demographics, including women, children, and the elderly, who are often the most vulnerable to cyber threats. The campaign is scheduled to run for three months, focusing on a single, clear message to ensure maximum retention and impact.
The decision to utilize milk packets as a medium for cyber safety messages stems from the increasing incidence of cybercrimes in Kerala. Between 2022 and 2024, the state reported financial losses exceeding ₹1,000 crore due to cyber frauds, with 2024 alone accounting for ₹763 crore. These alarming figures underscore the urgent need for widespread public education on cyber hygiene and safety practices.
The 'Milk and Care' campaign is part of a broader strategy by the Kerala Police to enhance cybersecurity awareness among citizens. Earlier this year, the police department introduced several initiatives, including a WhatsApp chatbot designed to help users identify fraudulent links, an account scoring system to detect suspicious bank accounts, and device whitelisting for online banking to prevent unauthorized access.
Additionally, the Kerala Police inaugurated an AI-powered Security Operations Centre (SOC) in March 2025, developed in collaboration with the Centre for Development of Telematics (C-DOT). This facility is dedicated to monitoring cyber threats and safeguarding the digital infrastructure of the police force, reflecting the state's commitment to strengthening its cybersecurity framework.
Milma's involvement in the campaign highlights the organization's dedication to social responsibility beyond its core business operations. By participating in this initiative, Milma not only contributes to public safety but also reinforces its role as a community-oriented enterprise. The campaign's integration into daily life through milk packets ensures that the message of cyber safety reaches households consistently and effectively.
The 'Milk and Care' campaign serves as a model for innovative public-private partnerships aimed at addressing contemporary challenges. By combining the Kerala Police's expertise in cybersecurity with Milma's extensive distribution network, the initiative exemplifies how collaborative efforts can lead to impactful solutions for societal issues.
As cyber threats continue to evolve, such proactive measures are crucial in fostering a culture of vigilance and resilience among the public. The success of the 'Milk and Care' campaign could pave the way for similar collaborations in other sectors, emphasizing the importance of community engagement in the fight against cybercrime.