Pakistan brand morphing Alia Bhatt’s pics triggers massive fan outrage

Mumbai: Concerns over the misuse of artificial intelligence in the film industry have intensified after Bollywood actor Alia Bhatt became the latest target of an alleged digital manipulation scam. Images falsely depicting her endorsing a Pakistani clothing brand have been widely circulated on social media, raising serious questions about unauthorised commercial use of celebrity likeness.

The controversy centres around a Pakistan-based clothing brand, Vajayes Official, which shared edited images of Alia Bhatt on its Instagram page. The visuals suggested that the actor had promoted its “pure sheesha silk collection.” However, it was quickly identified by users and fans that the images were altered using AI technology, with the actor’s old photographs digitally modified to replace outfits and create a misleading endorsement.

The brand’s actions have triggered backlash from fans, who flagged the content as fake and accused the company of resorting to deceptive marketing tactics. Despite warnings about possible legal consequences, the brand reportedly responded dismissively, showing no concern about potential action.

The incident has reignited debate around personality rights and the growing threat posed by AI-generated content. Prominent actors like Amitabh Bachchan and Salman Khan have previously approached courts to protect their personality rights, which safeguard an individual’s name, image, and voice from unauthorised commercial exploitation. The current case involving Alia Bhatt is being seen as a clear instance of such a violation

The film industry is closely watching whether legal action will follow, as concerns mount over the unchecked use of AI in creating misleading promotional material.

Amid the controversy, Alia Bhatt remains engaged with her upcoming projects, including Alpha, slated for release on July 10, and Love and War, where she stars alongside Ranbir Kapoor and Vicky Kaushal.