Year Ender 2024: As 2024 draws to a close, the phenomenon of deepfakes has taken center stage in India.This year witnessed a surge in the creation and dissemination of deepfake content, impacting political and social narratives of people.Ratan Tatas Disturbing Encounter with DeepfakesIn December 2023, Ratan Tata, the former chairman of the Tata Group, publicly addressed a deepfake video that falsely portrayed him giving investment advice. The misleading clip, shared by user Sona Agarwal, suggested that Tata was offering risk-free investment guidance. This incident highlights the ease with which deepfake technology can be exploited to mislead the public.Narayana Murthys Warning Against Fake EndorsementsNarayana Murthy, founder of Infosys, also found himself at the center of this troubling trend. He disclosed on social media that numerous deepfake videos featuring him had surfaced online. In his own words, Murthy expressed concern: In recent months, there have been several fake news items propagated via social media apps and on various webpages available on the internet claiming that I have endorsed or invested in automated trading applications. His statement underscores the growing challenge of distinguishing genuine endorsements from fabricated ones.PUBLIC WARNING ISSUED IN RESPECT OF FAKE VIDEOS AND POSTS ON SOCIAL MEDIA AND INTERNET ABOUT ME— Narayana Murthy (@Infosys_nmurthy) December 14, 2023Priyanka Chopras Misleading Brand PromotionThe issue extends to Bollywood as well, with actress Priyanka Chopra becoming another victim of misleading deepfake content. In a controversial video, Chopra appeared to endorse a brand while disclosing her annual income. Despite her face remaining unaltered, the audio was manipulated to promote a fake advertisement. This incident raises questions about authenticity in celebrity endorsements and the potential for financial exploitation through deceptive media.Alia Bhatts Deceptive RepresentationSimilarly, actress Alia Bhatt was featured in a deepfake video that was later confirmed to be false. The viral footage depicted Bhatts face digitally placed onto another womans body in a compromising situation. This manipulation not only damages reputations but also highlights the vulnerability of public figures in an age where technology can easily distort reality.Rashmika Mandannas Emotional ResponseIn November 2023, actress Rashmika Mandanna expressed her distress over a viral deepfake video circulating on social media. Taking to her platforms, she stated: I feel really hurt to share this and have to talk about the deepfake video of me being spread online. Something like this is honestly extremely scary not only for me but also for each one of us who today is vulnerable to so much harm because of how technology is being misused. Her heartfelt response reflects the emotional toll these manipulations can take on individuals.How much technology is being misused, stop defaming Rashmika Mandanna 👎#deepfake #RashmikaMandanna pic.twitter.com/kzZfWJqCnQ— Radhika Chaudhary (@Radhika8057) November 6, 2023 I feel really hurt to share this and have to talk about the deepfake video of me being spread online.Something like this is honestly, extremely scary not only for me, but also for each one of us who today is vulnerable to so much harm because of how technology is being misused.…— Rashmika Mandanna (@iamRashmika) November 6, 2023Sachin TendulkarIn January 2024, renowned cricketer Sachin Tendulkar took to the social media platform X (formerly Twitter) to reveal that a deepfake video promoting a mobile application with his likeness is circulating on social media. He expressed his dismay at the widespread misuse of technology. These videos are fake. It is disturbing to see rampant misuse of technology. Request everyone to report videos, ads & apps like these in large numbers. Social Media platforms need to be alert and responsive to complaints. Swift action from their end is crucial to stopping the spread of misinformation and deepfakes, Sachin Tendulkar said in a post on X.These videos are fake. It is disturbing to see rampant misuse of technology. Request everyone to report videos, ads & apps like these in large numbers.Social Media platforms need to be alert and responsive to complaints. Swift action from their end is crucial to stopping the… pic.twitter.com/4MwXthxSOM— Sachin Tendulkar (@sachin_rt) January 15, 2024Virat Kohli Targeted by ScammersCricketer Virat Kohli has also been targeted by digital scammers using deepfake technology to create counterfeit advertisements. This trend not only threatens personal reputations but also poses significant risks to public trust in advertising and endorsements across various platforms.Nora Fatehis Shock at Unauthorized UseLastly, actress and dancer Nora Fatehi revealed her shock upon discovering that a deepfake video had been created using her likeness to promote technical apparel and athletic shoes from Lulumelon. Expressing her disbelief on Instagram, she stated: SHOCKED!!! This is not me! Her reaction encapsulates the widespread concern among celebrities regarding unauthorized use of their images.The rise of deepfakes poses severe challenges for personal privacy and public trust in media. As technology continues to evolve, it becomes increasingly crucial for individuals and organizations alike to remain vigilant against this growing threat.
