LibraryNowOriginsOddsMechanicsMCP

Kinds

Campaign380Product91Food & drink27App & software56Film24Series24Music60Game115Book22Creator moment54Meme & format109Trend & aesthetic38Activity58Moment89
PricingPrivacyTermsRefundsPress
Library/Campaign/Lulumelon EOSS
Grade B17 sourcesHIS-00595

Lulumelon EOSS

Campaign · 2024 · Niche

35Editable slideCertificate

HDFC Bank claimed reach above 28 million for a staged Nora Fatehi deepfake sale.

Original · HDFC Bank / FCB Kinnect
Clip · HDFC Bank on YouTube
Lulumelon Official on Instagram: "The biggest shopping extravaganza of the year is here! Get crazy daels on the latest trends and up your style with the Lulumelon End of Season Sale. Shop now!…
Lulumelon Official on Instagram
MMA SMARTIES India 2024
MMA / Marketing + Media Alliance
What The Fraud with Nora Fatehi | Fraud Awareness - EOSS | HDFC Bank
HDFC Bank on YouTube
Nora Fatehi hits out at Fashion Brand for using Deepfake
DESIblitz
A lineup of select Super Bowl ads and other top creative ads of the week | Bhatnaturally
Bhatnaturally
India at Cannes: FCB Kinnect's entries
Manifest / FCB Kinnect submission
Goafest 2024: FCB Group picks up two Grands Prix, Leo Burnett most awarded
Manifest
Cannes Lions 2024: FCB Kinnect, VML bag wins
Manifest
Spikes Asia 2025: India bags five Grands Prix
Manifest

Spread Score

How it works
Reach25Contagion35Breadth0Velocity100LongevityNo data yet35

Numbers

Campaign reach, bank claim; not deduplicated
28M
As of Jun 21, 2024 · Self-reported · HDFC Bank
Peak date
Week of Jan 20, 2024
Jan 20 ’24 to Week of Jan 20, 2024
Platforms
3
Started on Instagram
Origin
Mixed
Finance

Mechanics

  • Mystery & lorePrimary
  • Transgression
  • Press loop
  • Newsjacking
  • Mascot persona

How it spread

Trace the origin

HDFC Bank staged a fashion sale using a Nora Fatehi deepfake. Her denial drew news reports treating it as real. The reveal redirected attention to fraud education. The bank later claimed reach above 28 million; the campaign won a Silver Lion.

Dates use the stated precision; chart positions are date anchors.

Feb ’24AprJunJulSepNovFeb ’25AprInstagramPressOpen web
InstagramPressOpen web

9 more events on this chart

Join free to see them

Timeline (12)

  1. January 2024

    @lulumelon.official seed · Jan 20 ’24

    Lulumelon posted a deepfake of Nora Fatehi advertising its End of Season Sale.[1][2][3]

    Lulumelon Official on Instagram: "The biggest shopping extravaganza of the year is here! Get crazy daels on the latest trends and up your style with the Lulumelon End of Season Sale. Shop now!…
    Open the first post ↗

  2. Nora Fatehi owner response · Jan 20 ’24

    Fatehi shared the ad in an Instagram Story and wrote that it was not her.[3][4]

  3. India Today press · Jan 20 ’24

    India Today described the ad as going viral and reported Fatehi as a deepfake victim.[5]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Revised 2 numbers
  2. 2026-10-14Added: 12 events, 17 sources · Score 35 · Fact-check passed (23 claims)
Origin
Mixed
Sector
Finance
Region
IN
Campaign reach, bank claim; not deduplicated
28M
As of Jun 21, 2024 · Self-reported · HDFC Bank
Evidence
Grade B

Spread the same way

Just One Cornetto (ReMAXed)

Instagram · 2026

62
Susan Boyle on Instagram: "#ad | Well… it Boyled over 🔥 I couldn’t keep you all waiting – Just One is yours. Two icons back for summer. The @cornettouki track you know and love, reMAXed with the…

4.6B impressions

Mr. Clean retires

TikTok · 2026

59
"Congrats, Damon! With your impressive degree, you can now do PR for laundry and cleaning products!” While that might not have been the most aspirational job offer I received, I’d say it’s…

21M views

Duo’s Great Resignation

Xiaohongshu · 2026

47
Agency creative showing Duo’s Chinese resignation letter dated March 11, 2026.

108M impressions

Manforce DOT AI

Instagram · 2025

31
Manforce Condoms on Instagram: "Introducing the new era of pleasure and protection with the world’s first AI-powered condom - Manforce DOT AI. Coming Soon. #ManforceDotAI #TheFutureOfPleasure…

New cases, every week

How the next thing spread, the week it does.

See every timeline

Free account, every case's full spread.

Join free
Log inJoin free
Feb ’24AprJunJulSepNovFeb ’25AprInstagramPressOpen web
InstagramPressOpen web

9 more events on this chart

Join free to see them

  1. January 2024

    @lulumelon.official seed · Jan 20 ’24

    Lulumelon posted a deepfake of Nora Fatehi advertising its End of Season Sale.[1][2][3]

    Lulumelon Official on Instagram: "The biggest shopping extravaganza of the year is here! Get crazy daels on the latest trends and up your style with the Lulumelon End of Season Sale. Shop now!…
    Open the first post ↗

  2. Nora Fatehi owner response · Jan 20 ’24

    Fatehi shared the ad in an Instagram Story and wrote that it was not her.[3][4]

  3. India Today press · Jan 20 ’24

    India Today described the ad as going viral and reported Fatehi as a deepfake victim.[5]

  1. peak · Week of Jan 20, 2024

  2. owner response · Jan 23 ’24

Join free to see the other 9 events and the full chart. Free, on every case.

Join free

Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 7 sourced numbers and 17 sources. Start with a free account.

Join freeGo Pro