AI effects Keeda Cola director and new age filmmaker Tharun Bhascker. Legendary playback singer SP Balasubrahmanyam’s son SP Charan recently slapped a legal notice to the team of Keedaa Cola. 

He has accused Keedaa Cola makers of illegally recreating his late father’s voice using Artificial Intelligence and Deepfake technology without his family’s permission.

Charan issued the legal notice following a video interview in which Keedaa Cola’s music composer Vivek Sagar had admitted to recreating SPB’s voice using AI and Deepfake technology

Charan said he felt disheartened and deeply upset with Keedaa Cola team’s lethargic response to his legal notice in which he sought an apology, damages and a share in royalty besides a face-to-face meeting to arrive at an amicable solution.

SP Charan's lawyer states, “We are seeking an apology, a sum of ₹1 crore towards damages, and a share in royalty.”