Filed just a day earlier on March 19, the petition accuses multiple entities of commercially exploiting Gambhir’s persona without consent via sophisticated AI tools. Deepfakes are doctored to show him issuing false statements, primarily to inflate online engagement metrics.

A viral fake clip of Gambhir ‘resigning’ exploded to 29 lakh views rapidly, while his massive 1.2 crore follower base makes him a prime target for such deceptive content on social platforms. His counsel emphasized this as a grave dignity issue.

Gambhir’s team reported alarming surges in counterfeit videos across major platforms from late 2024. Techniques like face-swapping and voice-cloning fabricated scenarios, such as bogus comments on World Cup selections, amassing 17 lakh views.

Targeting 16 respondents—from rogue accounts like Janki Frames and Legends Revolution to behemoths Amazon, Flipkart, Meta, X, Google, YouTube—the plea also implicates government bodies for compliance.

Reliefs sought include hefty Rs 2.5 crore compensation, takedown of infringing material, perpetual bans, and prohibitions on future unauthorized use. The urgency stems from the unchecked proliferation of such tech-driven harms.

As AI deepfakes proliferate, Gambhir’s fight could set vital precedents for safeguarding digital personalities in India’s booming social media landscape.

These deepfake creations, rampant on social media and news channels, aim to mislead the masses for vested political interests. Tatkare urged the public not to fall prey to such deceptions, labeling the act as reprehensible and punishable under law.

The timing of the letter coincides with aggressive media campaigns by Rohit Pawar, a prominent political voice, who has been projecting AI simulations in high-profile press meets. These presentations scrutinize the fatal accident’s details, raising pointed questions on accountability and procedural failures.

Tatkare’s document paints a vivid picture of the misuse: impostor voices attributing fabricated statements to the venerated leader. He condemned this as a low blow to Ajit Pawar’s enduring legacy as a people’s champion in the state. The NCP has drawn a red line, insisting on cessation of such propaganda or face cyber crime prosecutions.

Beyond the immediate threat, this episode signals broader concerns over AI’s role in electoral dirty tricks. Maharashtra’s vibrant democracy faces a new frontier of challenges where truth battles technology. NCP’s resolute stance aims to safeguard not just its icon’s memory but the integrity of public discourse. Stakeholders await whether this will deter the culprits or escalate the feud.