The Indian film industry’s fight against AI-generated identity theft gathered further momentum on Tuesday after actor Mrunal Thakur issued a formal legal warning against the creation and circulation of deepfake content using her likeness. Her statement is the latest indication that Bollywood is beginning to treat digital identity as a valuable commercial asset requiring legal protection.
Taking to social media, Mrunal declared that any AI-generated deepfake content featuring her image is unauthorised and warned that anyone creating or sharing such material would face immediate legal action. Although she did not specify the incident that prompted the warning, her message underscores the growing concern among celebrities over the misuse of generative AI.
The issue has steadily evolved into a wider industry challenge. In recent months, actors including Preity Zinta, Varun Dhawan and Kartik Aaryan have either pursued legal remedies or publicly asserted their personality rights to prevent the unauthorised use of their names, faces and voices. Earlier deepfake incidents involving actors such as Rashmika Mandanna had already demonstrated how quickly AI-generated content can spread online and blur the line between fact and fabrication.
Creating or sharing deepfake content using my likeness is illegal and unacceptable. Consider this your formal notice to stop immediately. Any further misuse of my identity will result in legal action.
— Mrunal Thakur (@mrunal0801) August 3, 2026
For the entertainment business, the implications go far beyond reputation management. A celebrity’s face, voice and identity are commercially valuable assets linked to films, endorsements and brand partnerships. As generative AI becomes increasingly sophisticated and accessible, protecting these assets has become a business necessity as much as a legal one.
While Indian courts have increasingly recognised personality rights, the rapid rise of AI-generated content has exposed the need for stronger legal safeguards and faster enforcement mechanisms. The industry is now looking for clearer regulations to address deepfakes before they become an even bigger threat to artists and rights holders.
Mrunal Thakur’s warning may have been directed at those misusing her identity, but it also reflects a larger shift within Bollywood. The conversation is no longer just about copyright protection. It is now about safeguarding the digital identities of the people who power the entertainment industry in the age of artificial intelligence.