Category: Video Marketing

MeitY Tightens IT Rules

Key Takeaways

  • MeitY has reduced the specified unlawful-content takedown timeline from 36 hours to 3 hours.
  • The three-hour requirement applies following valid court orders or reasoned government/authorized-agency intimations.
  • Platforms must support clear labeling and traceable metadata for permissible AI-generated content.
  • The rules specifically address harmful synthetic content, including impersonation, NCII, and child sexual exploitation material.
  • Creators and brands should use AI responsibly and avoid deceptive or unlawful manipulation of people’s identity or content.

MeitY Strengthens AI Governance with Stricter Deepfake and Content Removal Rules

Artificial intelligence is transforming the face of digital content, and along with the advantages come inconveniences. It is much easier to produce convincing deepfakes, fake videos, caricatures, and misleading information. In response to these rising risks, the Ministry of Electronics and Information Technology (MeitY) has strengthened India’s regulatory framework governing AI- and artificially generated content.

What does this 3-hour removal rule mean?

The content removal timeline, reduced from 36 hours to just 3 hours, is one of the most remarkable changes. The three-hour requirement is designed to significantly speed up platform responses when unlawful content is formally brought to an intermediary’s attention. It is not that every AI-generated video must automatically disappear within three hours simply because someone reports it. The accelerated timeline is connected to the specified legal or governmental takedown mechanism.

AI Content Labeling Becomes Crucial

AI Content Labeling

MeitY’s updated IT framework highlights the need for clear labeling and traceable metadata for permissible AI-generated content. These measures help users identify fake media and make informed decisions about what they view and share. The rules distinguish between legitimate AI use and unlawful or harmful applications. By making synthetic content identifiable, the framework aims to improve transparency, reduce deception, and encourage responsible AI use. For creators, brands, and platforms, clear AI disclosure is becoming increasingly important for building trust, transparency, and accountability in the digital ecosystem. Brands working with video marketing services should also ensure that AI-generated videos are clearly identified where required.

What Does This Mean for Creators and Influencers?

Regulatory changes also affect creators, influencers, and brands using generative AI. Creators should exercise caution when altering real people’s faces, voices, or identities. AI-generated content must not mislead audiences, enable unlawful impersonation, or violate applicable laws. Brands should strengthen content-approval processes to ensure AI-driven influencer campaigns remain compliant, transparent, and responsible. An AI video marketing agency can also help brands develop AI-driven video content while maintaining responsible content practices.

How Will the Rules Affect Social Media Platforms?

The new framework could significantly reshape how social media platforms manage content and compliance.

1. Faster Legal Response: Platforms must be equipped to verify and act on valid government and court notices within the required three-hour window.
 2. Stronger AI Detection: Advanced systems will play a greater role in identifying unlawful media.
 3. Clearer Content Labeling: Permissible AI-generated content should carry clear labels and traceable metadata.
 4. Greater Accountability: Platforms need stronger compliance, grievance-handling, and government communication processes.
 5. More Trust and Safety Investment: Platforms may need to expand AI moderation, human review, legal compliance, and digital-forensics capabilities.

Why Are Deepfakes Such a Growing Concern?

deepfake regulations in India

Deepfakes use AI to create or manipulate audio, images, and videos to make them appear trustworthy. MeitY’s framework addresses harmful categories such as impersonation, child sexual exploitation material, non-consensual intimate imagery, and other unlawful content. Deepfakes can be used for:

  • Impersonating individuals
  • Spreading misinformation and disinformation
  • Creating non-consensual intimate imagery
  • Misleading users about real-world events
  • Defrauding individuals and businesses
  • Damaging a person’s reputation
  • Creating harmful content involving children
  • Manipulating public perception

Platforms Have Greater Compliance Responsibilities

Intermediaries are expected to implement reasonable and appropriate technical measures, including automated tools, to prevent users from creating, modifying, publishing, transmitting, or distributing AI-generated content that violates applicable laws. Significant Social Media Intermediaries (SSMIs) have additional responsibilities, including making reasonable efforts to deploy technical measures that can proactively identify certain harmful synthetic content and previously removed identical content. This reflects a shift from simply responding to user complaints toward more proactive content monitoring and moderation.

Consequences If Platforms Fail to Comply

Compliance with the IT Rules is critical because intermediaries may lose the legal protection available under Section 79 of the Information Technology Act if they fail to meet their obligations. Loss of this protection could expose platforms to greater legal liability for third-party content and other consequences under applicable law. For major digital platforms, the changes make rapid response, effective content moderation, proper documentation, technical safeguards, and regulatory compliance increasingly important in managing AI-generated content. This is particularly relevant to a video advertising agency that creates and distributes AI-powered advertising content across digital platforms.

Conclusion

India is taking a balanced approach to AI governance by promoting innovation while strengthening safeguards. For users, the rules may bring greater transparency around AI-generated content. Creators and brands must prioritize responsible AI use, while platforms face stricter compliance requirements. Generative AI is now a larger part of marketing, entertainment, social media, and everyday communication. It is very important to ensure responsible creation and distribution of content. The future of digital content will depend on how effectively platforms, creators, brands, and users can extricate genuine innovation from harmful deception.

AI Model 'Myra Kapoor' for Manforce

Key Takeaways

  • AI is shifting brands from borrowing influence to owning personalities. Brands can create digital characters that become long-term, scalable brand assets.
  • AI influencers offer scale and consistency. Unlike human creators, virtual personalities can be controlled, adapted, and produced without scheduling.
  • Human influencers still own authenticity and trust. AI characters build recognition, but lived experience, genuine opinions, and emotional connection remain advantages.
  • AI can become part of brand identity, not just a marketing tool. Myra Kapoor shows how a virtual character serves as a brand mascot with a distinct purpose.
  • The future is likely hybrid, not replacement. Human influencers build trust and relevance, while AI characters can create scalable content and brand consistency.

How Myra Kapoor Is Transforming Influencer Marketing with AI

The real story isn’t that Mankind Pharma created a Virtual AI model. It’s that brands are beginning to move from borrowing personalities to owning them. For decades, brands relied on celebrities and creators to build cultural relevance and influence. Now, AI-generated videos and digital personalities are giving brands new ways to create, control, and scale their own identities. This shift could significantly reshape the economics and structure of influencer marketing.

Myra Kapoor – The New AI Sensation in Manforce’s 2026 Branding

Traditional Influencer Marketing
PC – Manforce Condoms

Manforce Condoms appointed Myra Kapoor, an AI-generated model, as its new official brand ambassador. This partnership is different from traditional celebrity endorsements, signaling a new chapter in influencer marketing for the FMCG sector in India. What makes the strategy particularly interesting is that Myra is not replacing Manforce’s human ambassadors. In April 2026, Manforce appointed actor and model Manasvi Mamgai while continuing its association with Sunny Leone and Myra Kapoor. Mankind appears to be treating AI and human influence as complementary rather than mutually exclusive.

The strategy is a calculated power play. By embracing an AI influencer, Manforce gains greater control over its brand narrative while reducing challenges associated with talent availability, scheduling, production, and reputational risk. Myra can be customized around specific campaign requirements and developed into different formats whenever the brand needs fresh communication. This approach also resonates with a digitally native Gen Z audience that is increasingly familiar with AI-driven content and virtual creations.

Myra’s Remarkable Potential and Consistency

Myra’s biggest influencer-marketing advantage could be her limitless content potential. Celebrity campaigns depend on talent availability, locations, production crews, styling, photography, permissions, and scheduling. An AI-generated character can offer a far more flexible content-production model.

Myra can be adapted across Instagram Reels, YouTube videos, memes, seasonal and festival campaigns, topical content, digital advertisements, product explainers, interactive experiences, social conversations, branded storytelling, and virtual events. This is where AI video marketing can be particularly valuable, allowing brands to experiment with visual storytelling while maintaining a consistent brand character and identity.

This consistent identity gives the brand greater control over scale and speed. It also reflects Mankind Pharma’s broader digital transformation, with its FY2025–26 annual report highlighting AI-led marketing, personalized engagement, influencer collaborations, and AI-enabled communication as part of its evolving marketing approach.

Manforce Owns Myra – A Brand Asset

The biggest branding idea behind Myra is that Manforce is not simply using an AI influencer to promote the brand. It is creating a potential brand asset. Mankind has positioned Myra to make conversations around intimate topics more approachable. She can give Manforce a distinctive and relatable voice in a sensitive category.

Beyond branding, her unconventional identity creates a strong PR advantage, generating curiosity, media attention, and conversations around the campaign itself. Her presence can also support a broader AI content-creation agency ecosystem, in which brands develop recurring digital characters and use them across multiple campaigns rather than creating one-off pieces of content.

Traditional celebrity marketing follows a linear model: the brand hires a celebrity, the celebrity promotes the product, and eventually the campaign ends. Myra changes this equation by giving Manforce creative ownership and greater control over the character. This could transform Myra from a campaign face into a long-term asset that contributes to brand recognition, consistency, and equity.

Intimate Talks and More Made Easy

Myra part of a brand’s identity
PC – Manforce Condoms

Myra Kapoor is an example of how AI can become an active part of a brand’s identity. Manforce now has a new way to communicate that conversations around intimacy do not always have to be uncomfortable or difficult.

However, Myra’s long-term success will depend on more than novelty. She will need to create brand recall, emotional engagement, and, ultimately, consumer action. That makes her an interesting example of how brands are exploring opportunities to combine technology with human connection.

For brands seeking continuous, scalable content, creating their own digital personalities could become a powerful new layer in modern marketing strategy. Instead of simply hiring creators for individual campaigns, brands may increasingly build characters that exist as ongoing extensions of their identity.

But AI- Influencer Myra Isn’t Really a Replacement for Traditional Influencer Marketing

Myra is an AI influencer, but she is unlikely to replace human creators because the two offer different forms of value. Human influencers bring lived experiences, personal opinions, personality, audience relationships, social proof, and trust. They can genuinely say, “I tried this,” share a personal story, or explain how a product fits into their real lives. Myra, on the other hand, offers character, scalability, visual consistency, creative control, and complete brand ownership. But her experiences and stories are constructed rather than lived.

This makes AI influencers powerful for producing scalable brand content, but it also creates clear limitations. Audiences may engage with the character without developing the same level of trust they have with a real person. Therefore, the future of influencer marketing is unlikely to be a matter of human creators versus AI influencers. Instead, it is moving towards a hybrid ecosystem where human creators, AI characters, and celebrity ambassadors work together. Each can play a different role in building reach, creativity, credibility, and brand connection.

Will You Trust AI Influencer Myra?

The truth is that an AI character does not experience desire, heartbreak, attraction, or any other emotion. And without lived emotion, authentic storytelling becomes difficult. Yet audiences do not always engage with fictional characters because they believe they are real—they engage because the characters represent something relatable, entertaining, or culturally relevant. That leaves us with a much harder question: Can Myra create the same level of trust as human creators? The bigger opportunity may be discovering how AI-generated personalities and human creators can coexist and how brands can use both to build the next generation of influence.