Amul clarifies on viral deep fake photo captioned 'Sharam naam ki bhi koi cheese hoti hai'

Amul, the dairy brand, has shared an advisory regarding an AI-generated image circulating on the internet.

The image in question displays a packet labelled "Sharam" cheese, with "sharam" translating to "shame" in Hindi.

In the viral image shared by user Ankit Sawant, the word 'cheez' (thing) was humorously substituted with 'cheese,' resulting in a fictitious pack of 'Sharam '-branded Amul cheese. The post garnered over 5.2 lakh views since it was tweeted on December 19.

Sharam naam ki bhi koi cheese hoti hai! pic.twitter.com/hiuqU84SXh

— Ankit Sawant (@SatanAtWink) December 19, 2023

The image was posted with the caption, “Sharam naam ki bhi koi cheese hoti hai!”

Following the image's viral spread, numerous individuals assumed that Amul had crafted it, considering the brand's track record of producing captivating advertisements.

The company promptly released a statement to rectify the situation, affirming that the image was fabricated and unauthorised. Amul underscored that the post was generated without their consent and denounced the use of artificial intelligence (AI) to create the image, deeming it in poor taste and detrimental to the Amul brand reputation.

ISSUED IN PUBLIC INTEREST BY AMUL pic.twitter.com/VjDQXtE6VF

— Amul.coop (@Amul_Coop) December 20, 2023

After Amul's clarification, Ankit Sawant revealed that the image was generated using AI and shared solely as a meme.

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