# Lulumelon EOSS

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

- Owner: HDFC Bank
- Kind: Campaign
- Sector: Finance
- Seed date: 2024-01-20
- Peak date: Week of Jan 20, 2024
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 35 (Niche, provisional), v1.2
- Mechanics: Mystery & lore, Transgression, Press loop, Newsjacking, Mascot persona

## Summary

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.

## Timeline

- 2024-01-20 — @lulumelon.official (Instagram) — Lulumelon posted a deepfake of Nora Fatehi advertising its End of Season Sale.
- 2024-01-20 — Nora Fatehi (Instagram) — Fatehi shared the ad in an Instagram Story and wrote that it was not her.
- 2024-01-20 — India Today (Press) — India Today described the ad as going viral and reported Fatehi as a deepfake victim.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/hdfc-lulumelon-eoss

Cite as: How It Spread (2026). “Lulumelon EOSS.” Case HIS-00595. Spread Score v1.2: 35/100. Updated 2026-10-17. https://howitspread.com/id/HIS-00595