Deepfake advertisements a new frontier in marketing in India - but they have raised concerns

Bollywood actor Shah Rukh Khan's deepfake avatar in an advertisement for a bakery and sweetmeats store. PHOTO: SCREENGRAB FROM AD SHARED BY MINISTRY OF CAKES
New: Gift this subscriber-only story to your friends and family

NEW DELHI - Never had Mr Karan Gupta imagined that his bakery and sweetmeats store would one day be endorsed by top Bollywood actor Shah Rukh Khan.

"It was unexpected," said the 31-year-old, sneaking a moment away from customers busy shopping at his store in Delhi ahead of Diwali.

Already a subscriber? 

Read the full story and more at $9.90/month

Get exclusive reports and insights with more than 500 subscriber-only articles every month

Unlock these benefits

  • All subscriber-only content on ST app and straitstimes.com

  • Easy access any time via ST app on 1 mobile device

  • E-paper with 2-week archive so you won't miss out on content that matters to you

Join ST's Telegram channel and get the latest breaking news delivered to you.