Amul issues clarification after AI-generated photo of ‘sharam’ cheese goes viral

Amul issued a statement over a morphed image which has been doing rounds on the internet purportedly featuring a packet of “Sharam” cheese with the dairy products giant’s branding.  The image circulated online and was picked up by various media outlets throughout the day. Following this, Amul released a statement saying that the image was 'fake' and posted online 'without any authorisation.'

Taking to ‘X’, Amul clarified, “This is for your kind information that a fake message is being forwarded on WhatsApp and Social Media platforms regarding a new type of Amul Cheese. The creator of the post has made the creative and posted this without any authorization from Amul.”

It further stated, “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 assure you that the pack shown in this post is not Amul Cheese. This post has been used to create misinformation and spread unnecessary fear and concern among consumers.”

The viral image shows mustard yellow packets. It haw Amul written on top and Sharam written in a bigger font, followed by Cheese. 

The morphed image contains text which revolves around the commonly used Hindi line, Sharam naam ki cheez nahi hai, which means, 'There’s no such thing as shame'.

With this post, Amul requested people to share the statement with family and friends. 

Paytm chief Vijay Shekhar Sharma, wrote a comment saying, “Sharam naam ki koi cheez nahi hoti hai (There’s no such thing as shame.)”