The Janhvi Kapoor deepfake controversy may end up being remembered for something bigger than the video itself. It has exposed how unprepared the film industry still is when a celebrity’s image is misused online.
Whenever something like this happens, the response usually follows the same pattern. The actor speaks up, colleagues condemn it, someone files a complaint and the industry demands action. Then the issue slowly disappears until another case comes along. That approach may work for an individual incident, but AI-generated content is moving far too quickly for such a reactive system.
This time, the discussion has gone a step further, with industry voices talking about a more permanent mechanism and government support. That is probably the right direction. Celebrities should not have to figure out how to fight every deepfake or morphed video on their own.
But there is another question worth asking. Why is the industry discussing a proper system only after another high-profile incident? AI is not going away, and the next case may involve an actor, actress or even a film itself.
The Janhvi episode should therefore be less about one offensive video and more about a wake-up call for Tollywood.
The technology has already moved ahead. The industry’s response system now needs to catch up.
