In a dramatic turn for India’s entertainment industry, the Federation of Western India Cine Employees (FWICE) has called for a complete production halt after several AI-generated deepfake videos of Bollywood celebrities surfaced online. The viral fake clips, featuring prominent stars endorsing products without consent, have reignited a fierce debate over digital rights and AI regulation.
AI Deepfakes Spark Industry Outrage
The controversy began when unauthorized AI-generated avatars of top actors were used in advertisements and social media campaigns, quickly amassing millions of views. Industry insiders said the deepfakes were “alarmingly realistic,” blurring the line between creativity and exploitation.
FWICE President B.N. Tiwari condemned the misuse, calling it “a direct assault on artists’ dignity and livelihood.”
“These fake ads not only mislead the public but also steal an actor’s persona,” Tiwari said. “We won’t resume work until the government acts.”
⚖️ Union Demands New Copyright & Likeness Laws
FWICE has urged the Ministry of Information and Broadcasting to enact new digital copyright laws protecting performers’ faces, voices, and likenesses from AI replication.
Legal experts suggest amending India’s Copyright Act, 1957 to explicitly include “digital likeness rights” — similar to the ‘Right of Publicity’ clauses in the U.S.
“AI-generated replicas raise questions of ownership, consent, and defamation,” said media lawyer Priya Desai. “Without clear legal boundaries, it’s a ticking time bomb for creative industries.”
🎥 Production Houses Face Mounting Losses
The strike has brought Mumbai’s film and TV studios to a standstill. Major productions by Yash Raj Films, Dharma Productions, and Netflix India reportedly paused filming schedules, impacting hundreds of crew members.
Producers’ Guild of India (PGI) expressed concern over “economic damage” but acknowledged the need for ethical AI use.
Industry estimates suggest the shutdown could cause losses exceeding ₹120 crore if the standoff continues for another week.
🤖 Global Debate: AI and Artistry
The Bollywood strike mirrors growing unrest in global entertainment circles — following similar Hollywood strikes in 2023 over AI-generated scripts and actor likenesses.
Analysts warn India’s creative sector needs clear AI policy frameworks, not just voluntary guidelines, to prevent misuse in advertising and digital marketing.
🗣️ What Happens Next
Talks between FWICE, the Ministry of Electronics and IT, and industry representatives are scheduled this week. If unresolved, the strike may escalate into a nationwide campaign demanding “AI Accountability in Media.”
Conclusion
The Bollywood deepfake strike underscores a crucial crossroads for India’s film industry — where AI innovation meets the urgent need for legal safeguards. As technology blurs creative boundaries, unions argue the law must evolve to protect the identity of those who bring stories to life.
