innovationinbanking

  Published: 10 July 2026 By Nayakanti Prashant 3rd Gen Banker & Citizen Lobbyist – Bengaluru ──────────────────────────────── Can a virtual character become a celebrity? SEBI says yes. The next question is: Who owns that virtual celebrity? The Print Media has an expiry date, The Digital Media doesn’t have an expiry date A few days ago, while reading SEBI's Consultation Paper on the proposed Common Advertisement Code (CAC), one provision immediately stood out.   Under Clause 7(2)(vii), SEBI proposes to recognise virtual characters—fictional computer-generated people or avatars with realistic human characteristics and the ability to influence their audience—as celebrities. It is perhaps one of the most forward-looking provisions in the entire consultation paper because it recognises that influence in the digital era is no longer limited to human beings.   Recognition is an important first step. Ownership may be the next conversation. ───────────────────...

  SEBI Common Advertisement Code – Digital Trust Reflection 2 Published: July 04 2026 When Does a Celebrity Endorsement Really End? This is more important as digital medium is the most common information source now, than print media.   By Nayakanti Prashant 3rd Gen Banker & Citizen Lobbyist – Bengaluru Every trusted digital transaction begins with a trusted digital interaction.   It happens in just a few seconds.   A notification appears.   A familiar face catches your attention.   A short video begins to play.   A social media post appears in your feed.   You pause.   You watch.   You trust.   Perhaps you don't invest immediately.   Perhaps you return days later.   Or even months later.   But somewhere...   that first digital interaction has already begun influencing your next digital transaction.   Long before an investor opens a trading account, subscribes to a mutual fund or engages wit...