Amul clarifies ‘Sharam’ cheese is fake

This post has been used to create misinformation and spread unnecessary fear among consumers, said Amul

by e4m Staff
Published: Dec 21, 2023 4:49 PM | 1 min read

A day after an AI-generated image of ‘Amul Sharam’ cheese made it to various social media platforms, the dairy brand today issued an advisory post clarifying that the image is fake and unauthorised.

The advisory was issued by Amul on Wednesday evening. It clarified that the image was a fake AI-generated post and that the product does not exist in reality.

They said, “We notice in the post that the pack has been developed using AI and is using the Amul brand name poorly and is disparaging. We wish to inform you that the pack shown in this post is not Amul Cheese. This post has been used to create misinformation and spread unnecessary fear among consumers.”

ISSUED IN PUBLIC INTEREST BY AMUL pic.twitter.com/VjDQXtE6VF
— Amul.coop (@Amul_Coop) December 20, 2023

As soon as the fake image emerged on social media, consumers started asking the dairy brand about the authenticity of the product. The image also caught the attention of Paytm chief Vijay Shekhar Sharma, who responded with a light-hearted comment, "Sharam naam ki koi cheez nahi hoti hai," (There's no such thing as shame).