How Sachin Tendulkar reacted to disturbing deepfake video of him

Sachin Tendulkar, the legendary Indian cricket player, has taken issue with a deepfake video in which he appears to be endorsing an online gaming app.

He is shown in the video praising the app as a simple means of earning money according to BBC.

"These videos are fake. It is disturbing to see rampant misuse of technology," he posted on X (formerly Twitter).

The most recent Indian star to criticise deepfake videos is Tendulkar.

Actress Rashmika Mandanna asked people not to post such content a few months ago after one of her deepfake videos became popular. 

A British-Indian woman shared a video on Instagram featuring Mandanna's face altered, and it went viral in India, sparking a discussion on the misuse of technology.

The actress had urged girls to come forward if something similar occurred to them, labeling the situation as "very scary."

Deepfake videos have also targeted Katrina Kaif, Alia Bhatt, and Kajol, among other Indian actresses.

"Social media platforms need to be alert and responsive to complaints. Swift action from their end is crucial to stopping the spread of misinformation and deepfakes," the iconic batsman wrote.

One of the most popular cricket players in India, Tendulkar retired in 2013 and is an ambassador for many luxury companies.