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“Sharam naam ki cheese nai hoti”: AI-Generated Fake Amul Product Circulates on WhatsApp and Social Media

An AI-generated fake image depicting a fictional product named “Amul Sharam Cheese” has circulated on social media platforms and WhatsApp, prompting the actual dairy company, Amul, to issue a notice clarifying that the product is not real.

The fake image portrays a packet of cheese with distinctive lettering and branding compared to Amul’s authentic products. The notice emphasizes that the image was created without authorization from Amul and that it was developed using AI, causing misinformation and unnecessary concern among consumers. Amul urges viewers to share the message that the image is fake. This incident highlights the growing issue of AI-generated content contributing to misinformation and the potential impact on brand reputation.

Paytm CEO Vijay Shekhar also drew attention to the notice by retweeting it with a humorous comment, playing on the phrase “Sharam naam ki koi cheese nai hoti,” popular in northern parts of India. The phrase loosely translates to “There’s nothing called shame.”




Sharam naam ki cheese nai hoti': Fake AI-generated Amul product makes  rounds on WhatsApp, social media - BusinessToday
Sharam naam ki cheese nai hoti’: Fake AI-generated Amul product makes rounds on WhatsApp, social media

The notice from Amul addresses the unauthorized use of its brand name and emphasizes the disparaging nature of the AI-generated image. The company reassures consumers that the depicted product, “Amul Sharam Cheese,” is not part of its official product lineup. The incident serves as a reminder of the challenges posed by deepfake AI technology, where realistic but fabricated content can lead to confusion, misinformation, and potential harm to individuals and brands.

AI-generated fake videos, commonly known as deepfakes, have been a recurring issue, affecting various sectors, including Bollywood and business. Several Bollywood actors, such as Rashmika Mandanna, Katrina Kaif, Kajol, and Alia Bhatt, have been targeted by deepfake videos that superimpose their faces onto manipulated content. Business tycoons like Infosys founder Narayana Murthy and former Tata Group Chairperson Ratan Tata have also been victims of deepfake technology, with their images being used to create misleading content.

The incident involving Amul highlights the need for increased awareness about deepfake technology and its potential consequences. Companies and individuals are encouraged to stay vigilant, report fake content promptly, and implement measures to protect their reputation in the face of AI-generated misinformation. As technology continues to advance, addressing the challenges associated with deepfakes becomes crucial for maintaining trust and credibility in the digital age.

In conclusion, the circulation of an AI-generated fake image featuring a fictional Amul product underscores the broader issue of deepfake technology contributing to misinformation. The notice issued by Amul emphasizes the unauthorized and disparaging nature of the image, urging consumers to recognize its falseness. This incident adds to the growing concerns surrounding the misuse of AI for creating deceptive content and the potential impact on individuals and brands.

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