MAA President Vishnu Manchu has called for an industry-wide system to address AI deepfakes, targeted online abuse and malicious campaigns, following the controversy over a manipulated version of ‘Chuttamalle’ featuring NTR and Janhvi Kapoor.
Deepfake Controversy Raises Accountability Concerns
Actor and Movie Artistes Association (MAA) President Vishnu Manchu has strongly responded to the AI-manipulated version of the popular ‘Chuttamalle’ song. He said the controversy should be viewed as a warning about unchecked digital abuse rather than an isolated incident. Referring to Ram Pothineni’s observation, “They’re faceless, so they’re fearless,” Vishnu said Aadhaar-linked accountability for online identities deserves serious consideration. He stressed that freedom of expression must be protected, while anonymity should not become a means to abuse, defame or deliberately target individuals.
Genuine Criticism Versus Coordinated Negativity
Vishnu also raised concerns about organised campaigns targeting films, actors and filmmakers. He distinguished genuine criticism from coordinated efforts to damage a film before audiences have an opportunity to watch it. Referring to Sundeep Kishan’s recent comments and the makers of The Paradise approaching the court before release, he highlighted the years of work, livelihoods of hundreds of families and substantial financial risks behind filmmaking. Audiences have every right to enjoy, dislike or criticise a film, he said, but filmmakers should first be allowed to present their work. His appeal was clear: “Let the film release.”
Fan Rivalries and Misuse of Actors’ Identities
The MAA President expressed concern over fan groups attacking one another, anonymous social media pages claiming neutrality and accounts allegedly using actors’ photographs to carry out activities those actors may not endorse. He urged people to move away from the belief that one film’s failure benefits another. “The cake is big enough for everyone to have a piece,” he said, stressing that the failure of one Telugu film does not automatically ensure another’s success.
MAA Seeks a Wider Industry Response
Vishnu revealed that MAA is compiling information on accounts and networks repeatedly involved in targeted abuse and malicious campaigns, including alleged misuse of actors’ photographs and identities. He clarified that the purpose is accountability, not suppressing criticism. He called for an industry-wide system to prevent deepfake incidents, protect individuals from digital abuse and strengthen responsibility in online spaces.
