Deepfake Video Endorsement Shopping Scam — How to Identify & Stay Safe

INDIA — By BharatSecure Threat Intelligence Team · Updated May 30, 2026

Severity: HIGH | View Full Scam Details

Deepfake Video Endorsement Shopping Scam in India 2026: Beware of Fake Celebrity Ads

A new wave of fraud in India uses deepfake videos of celebrities to trick people into buying fake products via UPI payments.

What Is the Deepfake Video Endorsement Shopping Scam?

The Deepfake Video Endorsement Shopping Scam is an emerging and highly deceptive cybercrime affecting Indian internet users, especially those active on WhatsApp, Instagram, and Facebook. In this scam, fraudsters create realistic-looking videos where popular Indian celebrities and social media influencers appear to endorse products or services. These videos are AI-generated or digitally manipulated—known as "deepfakes"—to build trust and make the advertisements look authentic.

Scammers target everyday consumers, especially those who admire celebrities or are susceptible to impulsive online shopping. They post or forward these fake endorsements alongside links to online shops selling products at "exclusive discounts" or claiming "limited stock." Given India's huge digital shopping population and widespread use of UPI payments, this scam is becoming increasingly common across metros and Tier 2/3 cities alike.

While the exact number of victims remains unclear due to underreporting, cybercrime units under the Indian government’s I4C initiative have noted a sharp rise in complaints involving deepfake scams linked to fraudulent shopping. CERT-In has routinely warned about the rise in deepfake-based social engineering attacks. The RBI has also reinforced safe UPI transaction practices as fraudsters exploit the platform's convenience.

How This Scam Works — Step by Step

1. Initial Contact via Social Platforms: The victim receives an enticing message or sees a post on WhatsApp or social media showcasing a short deepfake video of a well-known celebrity endorsing a product such as an electronic gadget, health supplement, or fashion item.

2. The Fake Advertisement: Along with the video is a call-to-action link to a website or online store offering “limited-time” discounts that create urgency.

3. Clicking the Link: When the victim clicks the link, they are directed to a convincing but fake shopping portal. The website looks professional and may even allow browsing different “products.”

4. Payment via UPI: To purchase, the victim proceeds to pay via UPI apps like Google Pay, PhonePe, or BHIM. The scammers provide a UPI ID such as us**@bank or prompt payment through QR codes.

5. Loss of Money, No Delivery: Once the payment is made, the scammer often blocks the victim or deletes the website, preventing any further communication and delivery of the product.

6. Possible Follow-Up Fraud: In some cases, the victim is asked to share Aadhaar details or personal information for “verification,” leading to possible identity misuse.

Real Warning Signs to Watch For

• Deepfake videos with slightly unnatural facial movements, blinking, or speech inconsistencies.
• Urgent, “limited stock” or “exclusive offer” messages designed to pressure quick decisions.
• Payment requests only via UPI apps to personal UPI IDs instead of trusted e-commerce gateways.
• URLs that do not match official brand domains or have unusual spellings.
• Lack of credible contact information or customer service details on the website.
• Requests for unnecessary personal data like Aadhaar or bank details during checkout.
• Sudden blocking or deletion of the shopping website or social profile after payment.

What Happens to Victims

Victims of this scam often face immediate financial loss as UPI transactions are mostly irreversible once completed. Unlike credit or debit card payments, the RBI regulations do not mandate automatic refunds for fraudulent UPI payments unless the bank or NPCI confirms fraud.

Emotionally, victims may suffer stress from feeling cheated by a trusted celebrity’s image and the failure to get recourse. The misuse of Aadhaar or personal data, if shared, can also expose them to further identity fraud. Some victims suffer complications such as SIM swap fraud, where scammers take control of their phone number to authorize more transactions.

This scam disrupts trust in digital payments and celebrity endorsements, both widely celebrated in India’s booming digital economy.

What RBI and CERT-In Say

The Reserve Bank of India (RBI) has repeatedly advised UPI users to verify payment requests carefully and never share their UPI PIN or OTP with anyone, even if impersonating bank or government officials. The RBI directs banks to educate customers about online frauds and provides helplines for reporting unauthorized transactions.

CERT-In (Indian Computer Emergency Response Team) has issued multiple advisories about phishing and deepfake scams, urging users to scrutinize video or audio content from unfamiliar sources. CERT-In emphasizes the use of official apps and websites and promotes awareness to counter social engineering attacks.

The Indian government’s 1930 cybercrime helpline is also widely publicized as a resource for victims seeking assistance with online frauds, including those involving digital payment platforms like UPI.

How to Protect Yourself

1. Verify Celebrity Endorsements: Do not trust celebrity videos or ads shared over WhatsApp or social media unless confirmed on official channels.

2. Check URLs Carefully: Always ensure the website link is genuine and associated with a trusted brand. Avoid clicking shortened or suspicious URLs.

3. Avoid Urgency Traps: Resist immediate payment pressure from “limited-time” offers or panic-inducing messages.

4. Use Official E-commerce Platforms: Purchase from reputed online marketplaces or authorized seller websites rather than unknown portals.

5. Pay Through Trusted Gateways: Avoid sending UPI payments directly to unfamiliar personal UPI IDs or scanning unknown QR codes.

6. Do Not Share Sensitive Details: Never provide OTPs, UPI PINs, Aadhaar numbers, or bank details over calls, messages, or unverified links.

7. Report Suspicious Content: Notify BharatSecure.app or authorities if you spot deepfake endorsements promoting suspicious products.

What to Do If You've Been Targeted

1. Immediately Contact Your Bank: Report the unauthorized UPI transaction to your bank’s customer service and request a block or freeze on your account.

2. File a Complaint Online: Register your complaint on cybercrime.gov.in, the official Indian cybercrime portal, to initiate investigation.

3. Call the 1930 Cybercrime Helpline: This government service provides real-time guidance and support for victims of online fraud.

4. Inform UIDAI If Aadhaar Data Is Compromised: Report any misuse of Aadhaar details through the UIDAI portal.

5. Change Your UPI and Bank App PINs: Immediately update all financial app passwords, and consider temporarily disabling UPI payments until resolved.

6. Keep All Evidence: Save screenshots, WhatsApp messages, transaction receipts, and the fake endorsement video for police or cybercrime officers.

Frequently Asked Questions

Q: Can I get my money back if I paid through UPI to a scammer?
A: UPI payments are mostly instant and irrevocable. You should immediately contact your bank and file a complaint with cybercrime authorities, but refunds are not guaranteed unless fraud is proven and the bank takes action.

Q: How can I spot a deepfake video used in shopping scams?
A: Look for unnatural facial expressions, strange audio syncing, or slight distortions. If unsure, cross-check if the celebrity or brand has officially posted the advertisement on verified platforms.

Q: Is sharing Aadhaar information during checkout safe?
A: Generally, no. Reputable online sellers do not require Aadhaar for verification during shopping. Sharing such details with unknown or suspicious sites can lead to identity theft and further fraud.

Check every suspicious message or video at BharatSecure.app, and report scams quickly to the 1930 helpline to protect yourself and others.

Disclaimer: This article describes a pattern of fraud reported in public sources for public-safety awareness. It is not legal, financial, or medical advice. To request correction or removal of any content, write to hello@bharatsecure.app.