How Indians Are Caught in Deepfake Dragnets and Celebrity Imitation Scams in the Digital Era

Bollywood celebrities including Aishwarya Rai Bachchan, her husband Abhishek Bachchan, and filmmaker Karan Johar have recently approached the Delhi High Court to safeguard their “personality rights” from the misuse of AI-generated deepfakes. Many of these manipulated videos and images are being used for financial exploitation, often containing explicit or defamatory content that damages public image and trust.

In Aishwarya Rai Bachchan’s case, the court ordered platforms to stop misusing her name, likeness, and images for profit, clarifying that it would not “turn a blind eye” to such digital exploitation. Similarly, in other celebrity cases, the court directed e-commerce platforms and online networks to remove any illegal content without delay.

The digital world today is flooded with deepfake videos and AI-cloned voices of actors, influencers, and political figures. Within hours, fake content can spread widely, misleading millions. Experts highlight that the danger has moved far beyond entertainment—deepfakes are now being used to commit banking Fraud, manipulate training data in enterprises, and spread disinformation that undermines trust in media and democracy. The scale of the threat calls for technology-driven interventions.

The Rise of Deepfakes in India

The term “deepfake”—a blend of “deep learning” and “fake”—was first used in 2017 when a neural network was employed to create false media content. Since then, both the sophistication and reach of this technology have grown exponentially.

A 2024 McAfee survey revealed that 75% of Indians encountered deepfake content in the past year. With global instances rising sharply, experts predict that by the first quarter of 2025, nearly all Indian internet users will have been exposed to deepfakes in some form.

Another McAfee Global Festive Retail Survey showed that 45% of Indian shoppers had either experienced or knew someone who had suffered from a deepfake retail scam. Concerns are mounting that such frauds will only intensify during the festive season.

Why India Is a Global Target for Deepfake Fraud

Ankush Tiwari, CEO of Pi Labs AI, attributes the surge of deepfakes to the easy availability of generative AI tools. “Even amateur creators can now experiment with GenAI software, making it extremely simple to produce deepfakes,” he explains.

Tiwari further notes that India is among the top five globally in multiple cybercrime categories—ranking fifth in ransomware cases, third in phishing attacks, and second in mobile malware assaults. The country has also overtaken Brazil and Spain to become one of the biggest global targets for cybercriminals, particularly in encrypted intrusions.

“We are fast becoming a dishonest digital India because we continue to top dubious cybercrime charts. It’s highly likely that India will remain third—or even take the lead—in deepfake frauds this year,” Tiwari warns.

The Human Cost of Deepfake Scams

According to McAfee’s Christmas report, 56% of Indian users admitted to losing money in scams, with 46% of them losing more than ₹41,500. Victims of smaller frauds, often losing a few thousand rupees, rarely report their cases due to social stigma, embarrassment, or the fear of navigating a complicated justice system. This silence results in severe underreporting, masking the true scale of digital fraud in India.

Celebrities, too, are frequent victims. Deepfakes tarnish their reputations, exploiting their names for fake cryptocurrency schemes, bogus investments, and even phishing campaigns. With millions riding on their public image, the emotional and financial toll is enormous.

Can Law and Policy Control Deepfakes?

Experts suggest that India could learn from Denmark’s landmark copyright reforms, which recognize an individual’s digital likeness—voice, face, and identity traits—as intellectual property. Such a step could provide legal safeguards against the misuse of AI-driven impersonations while protecting both personal dignity and National Security.

Globally, approaches vary. In the U.S., a strict California law banning election-related deepfakes was struck down on free speech grounds. Europe, on the other hand, has categorized deepfakes by risk level, demanding transparency and mandating digital watermarks. According to the European Commission, 98% of deepfake content is pornographic, highlighting the urgency of regulation.

The Tech Industry’s Role

Experts argue that courts alone cannot lead the fight against deepfakes. Even Big Tech companies struggle. For instance, Twitter (now X) had to temporarily block searches for singer Taylor Swift due to a flood of deepfake content, while Meta faced backlash after failing to curb deepfake pornography on its platforms despite investigations exposing the problem.

Tiwari emphasizes that global IT giants must collaborate with Indian AI start-ups that already have expertise in detection and countermeasures. He warns that unless deepfake detection is integrated into everyday devices—smartphones, laptops, and social platforms—the spread of deepfakes will continue to overload individuals and cripple judicial systems.

Deepfakes are not just a digital nuisance anymore—they represent a national security threat, a financial fraud enabler, and a cultural disruptor. India needs both policy reform and technological innovation to protect its people and preserve trust in the digital age.