Alia Bhatt’s Morphed Images Used By Pakistani Brand: Unauthorised Promotions Spark Personality Rights Debate

The misuse of celebrity images in advertising has become a serious concern for years, with Bollywood actor Alia Bhatt becoming the latest target. A Pakistani brand is under scrutiny for allegedly morphing her pictures to promote its products without consent. The incident has reignited conversations around personality rights, digital ethics, and the growing misuse of AI-generated or manipulated content in marketing. With fans noticing the images and slamming the brand, the brand's reaction raised concerns. Read below to know about the brand, fans' reactions, and how digital media manipulates personality protection rights.

Alia Bhatt’s Morphed Images Used By Pakistani Brand

On April 16, 2026, Wajayesha Official, a Pakistan-based clothing label, posted a carousel of images on their Instagram handle. The images showcased Alia's morphed images wearing a range of attire from deep burgundy and emerald teal to soft lavender, with the caption, "Even Alia Bhatt likes our pure sheesha silk collection!! 🤭 Colour can be customised, book your order now."

 

 

 

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A post shared by You dream it , we sew it 🪡🧵 (@wajayesha.official)

The Truth Behind Alia Bhatt's Morphed Images

The images used by the Pakistani brand were a digital illusion with high-end retouching to superimpose Alia's features onto their silk collection. The images used were from L'Oréal Paris Runway wearing a silver-grey corset with wet hair look, further a Sabyasachi photoshoot where she adorned a white saree with a choker and floral accessories, and her Gucci look at the Milan Fashion Week in 2026.

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How The Internet Reacted To Alia Bhatt's Morphed Images

While the brand was heavily trolled by the Indian fans for using the actor's images without permission, their comment section was flooded with skepticism. While one user commented, "This is AI, I will send this to her", another said, "This is fake AI, cheap marketing", and others even tagged Alia's official account to inform her about the post, saying, "Fake marketing with AI and she will Sue You."

To the trolls and comments, the brand boldly responded, "Viral karein please ki unku bhi pata chal jaye (Please make this post viral, so Alia also finds out), " and no, she won't sue us.

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Why This Case Matters

This incident is not just about one celebrity; it reflects a broader issue affecting public figures globally. As digital content becomes easier to manipulate, protecting identity and consent has become more crucial than ever. Celebrities like Shilpa Shetty, Aishwarya Rai Bach, Anil Kapoor, and others have taken legal action in such cases, setting important precedents for how personality rights are enforced.

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Image Credit: Instagram