There is a recent surge in social media involving the spread of deepfake videos featuring celebrities and Indian cricket legend Sachin Tendulkar has become the latest victim of it.

A deepfake video featuring Tendulkar endorsing a gaming app has been doing rounds on the internet these days.

The video not only shows the batting maestro seemingly promoting the app but also falsely claims that his daughter, Sara, is reaping financial benefits from it.

On Monday (January 15), Tendulkar shared a post on X, alerting people about the fake video that is misusing technology.

The cricket icon also urged his fans and followers to report the video and the apps in large numbers.

"These videos are fake. It is disturbing to see rampant misuse of technology. Request everyone to report videos, ads & apps like these in large numbers," Tendulkar wrote while also sharing the digitally altered video.

"Social Media platforms need to be alert and responsive to complaints. Swift action from their end is crucial to stopping the spread of misinformation and deepfakes," he added.

Misinformation spread through social media using the help of deepfake videos has become a major concern across the globe. Many incidents have come up in India lately, forcing the government to devise strategies to combat the malicious use of this technology.