Megastar Chiranjeevi has spoken out forcefully against the misuse of artificial intelligence following the circulation of a morphed video featuring the song 'Chuttamalle' from the film 'Devara' on social media platforms. In a strongly worded post on X (formerly Twitter), the veteran actor condemned the act and called on the entire Telugu film fraternity to take collective action.

What Chiranjeevi Said

In his post, Chiranjeevi wrote: 'I am deeply disturbed by the use of AI to create degrading and morphed videos of a woman. Such acts are cruel, shameful and completely unacceptable. I strongly condemn them. This is not an issue concerning just one individual or one film. Today, it has happened to someone else. Tomorrow, it could happen to you, me or anyone we know.'

He emphasised that silence was not an option, adding: 'We cannot remain silent simply because it has not affected us personally. Every one of us has a responsibility to stand against this abuse. Those who create such content and those who deliberately spread or amplify it must be held accountable under the law. This cannot be dismissed as a joke or treated as entertainment.'

Industry Bodies to Be Approached

Chiranjeevi confirmed he would escalate the matter to the Telugu Film Chamber, the Producers' Council, and other affiliated industry bodies to establish formal accountability. He also recommended the creation of a dedicated committee and support cell to address AI-related abuse cases — a body he envisioned working closely with Cyber Crime authorities to remove harmful content and pursue legal action against those responsible.

Call to Government and the Public

The actor urged both the Central Government and State Governments to introduce strong, effective measures against the misuse of AI for such purposes. He also appealed directly to the public, asking them not to watch, download, share, or circulate morphed videos — even with the intention of condemning them. 'Report them to the respective platforms and Cyber Crime authorities instead. Protecting human dignity is our collective responsibility. Let us stand together, speak up and act,' his post concluded.

Why This Matters

The incident involving the 'Chuttamalle' song is part of a wider and growing pattern of AI-generated deepfake content targeting public figures, particularly women in the entertainment industry. This is not the first time Indian cinema has been confronted with the deepfake threat — similar incidents have previously targeted Bollywood actors, prompting calls for legislation. Chiranjeevi's intervention is notable for its institutional approach: rather than a personal condemnation alone, he is pushing for a structured industry-wide response mechanism. Notably, his appeal to government bodies signals that the film fraternity may seek regulatory or legislative backing to complement platform-level content removal.

What Happens Next

Industry observers will watch whether the Telugu Film Chamber and the Producers' Council formally constitute the proposed committee in the coming weeks. A coordinated legal and cyber-crime response, if implemented, could set a precedent for how the broader Indian entertainment industry handles AI misuse going forward.