Nora Fatehi’s Deepfake Revealed as Part of HDFC Collab

India based Canadian actor and dancer Nora Fatehi had given netizens a jolt when she took to Instagram expressing her shock and disapproval of a brand using her deepfake to promote a nearly “100% off” end-of-season sale. The brand, Lulumelon, was later revealed to be an HDFC creation, strategically crafted for their campaign on financial fraud awareness.

“Shocked! THIS IS NOT ME” said the Bollywood dancer in an Instagram story last week. But it appears the whole show was stage managed to drive eyeballs to the HDFC ‘What the Fraud’ campaign.

The ‘What the Fraud’ Campaign

HDFC’s ‘What the Fraud’ campaign is dedicated to educating the public about the rising threat of financial fraud, featuring the superhero character ‘Vigil Aunty.’ In the latest episode, Nora Fatehi joined forces with Vigil Aunty to dissect the menace of deepfakes in the advertising world, emphasizing the need for vigilance among consumers.

Behind the Scenes of Lulumelon

The elaborate prank involved creating a virtual counterpart of Nora through advanced AI technology. With Nora’s consent, facial features, proportions, and voice were meticulously integrated into the deepfake model. HDFC went the extra mile by establishing fake social media handles and websites mimicking fraudulent schemes to add authenticity to the campaign.

Exposing the Deception

As unsuspecting shoppers explored the ‘Lulumelon’ websites, they were confronted by Nora Fatehi, who disowned the promotional content and revealed the true nature of the campaign through a pop-up video. The underlying message was clear: consumers need to conduct thorough background checks on seemingly lucrative campaigns or sales.

The larger goal of HDFC’s campaign is to empower people with the knowledge to identify and prevent financial fraud. With the recent surge in deepfake videos featuring prominent personalities, including actors like Alia Bhatt and Rashmika Deshpande, and even cricket legend Sachin Tendulkar, the government has taken notice. In November last year, the Ministry of Electronics and Information Technology issued advisories to social media platforms, emphasizing their legal obligation to promptly remove deepfake content under the IT Act 2000 and IT Rules 2021.

HDFC’s creative approach to tackling financial fraud through a collaboration with Nora Fatehi sheds light on the growing threat of deepfakes. By leveraging entertainment and technology, the campaign aims to arm consumers with the knowledge and skepticism needed to protect themselves from fraudulent schemes in the digital age.