Can a video generated by AI, cloned voice or fake selfie representing Bollywood Star Land You in legal trouble? More and more often. As the generative technology AI and Deepfake is spreading, several important Indian celebrities – from film icons and legends of industrialists playing – turn to courts to protect their personality and publicity. These legal protection protects against unauthorized commercial use of the name, image, voice, voice, form or even signature phrases.
In recent months, the growing list of well-known personalities-including Aishwarya Rai Bachchan, Amitabh Bachchan, Jackie Shroff, Anil Kapoor, Abhishek Bachchan, Kumar Sana and even late rattan Tata-brought against abuse of their identity online.
Also read | Kumar Sana moves the High Court in Delhi to protect his personality
Aishwarya Rai Bachchan
In September 2025, Aishwarya Rai Bachchan gave a petition to seek protection against unauthorized commercial use of her name, voice, image and form. The application was asked by fake websites that were falsely presented as their “official” platforms and sold goods with its image without permission.
Abhishek Bachchan
September 12, 2025, Abhishek Bachchan filed a proposal to protect his publicity rights in the middle of the abuse of his image, voice and form-including creating the explicit content of the generated AI. His lawsuit was also looking for the removal of URL violators and blocking websites that organize illegal material.
Also read | Aishwarya Rai Bachchan and Abhishek drag Google to court. But why? | He explained
Ratan
In February 2025, months after the death of industrialist Ratan Tata, Tata and Ratan Tata Trust, the Group of Late Business was looking for legal protection and image. The Delh High Court acknowledged “Ratan Tata” as a well -known brand and issued a permanent court order against a journalist who tried to use for an unauthorized ceremony to protect his good will and heritage.
Amitabh Bachchan
In 2023, the legendary actor Amitabh Bachchan moved the High Court in Delhi over the unauthorized use of his name, image and a distinctive voice. The court granted interim relief, prevented abuse of its personality and prevented further violations of his rights.
Also read | Personality Rights in Focus as Aishwarya, Abhishek Bachchan Move Delhi HC
Jackie Shroff
In 2024, actor Jackie Shroff, known as Jaggu Dada, filed a lawsuit to stop abuse of his image and names in goods, mobile applications and other commercial activities. The court confirmed his personality rights and limited others in the use of his identity without permission.
Anil Kapoor
Actor Anil Kapoor also sought legal protection in 2023 to protect his name, image, voice and even his iconic phrase “Jhakaas” to be used without consent. The High Court in Delhi decided in its favor and acknowledged his personality rights and excluded unauthorized commercial use.
Suniel Shetty
Bollywood actor Suniel Shetty turned to Bombay High Court to protect his personality rights and quote abuse of his image on social media to promote business, as Bar and Bench state.
Karan Johar
Bollywood filmmaker Karan Johar moved the High Court in Delhi and was looking for the protection of his personality rights and claimed uncontrollable abuse of his name, photographs and form on the platforms and websites of social media without consent.
Kumar Sana
The legendary singer Kumar Sana joined the growing list of celebrities that came legal steps, also moved the Delhi High Court and sought the protection of his personality and publicity, including his name, voice, singing and image style, in the middle of growing abuse of celebrities online.
The San petition emphasizes concerns about the sound of a generated AI, which mimics its voice and voice technology, as well as unauthorized commercial use of its form on platforms and goods on social media-timely without its knowledge or consent.
Why does it depend on personality rights
Personality rights, also known as publicity, provide individuals with legal control over the commercial use of their identity – including their name, image, voice, mannerism, gestures or phrases – and help prevent unauthorized exploitation.
Although India lacks a specialized status for personality rights, the courts constantly recognize and enforce them pursuant to Article 21 of the Constitution and through the principles of general law, such as handing over and abuse of goodwill.
“Indian courts permanently recognize the rights of personality and publicity, primarily under Article 21, forced through an offense to general law,” said Mihir Rale, Partner & Co-Head, Digital+, TMT, Cyril Aminaldas. “This right is particularly important in the era of AI and Deepfakes.”
The advocate of the Supreme Court Nipun Saxen adds that these rights come from the Copyright Act and provide ownership of celebrities through their voice, image, body and face. “Celebrities legally control how their identity is used and can counteract any unauthorized commercial exploitation,” he explained.
New legal boundary in AI Aii
The increase in deep content and content generated by AI has made the protection of personality rights more urgent than ever. Celebrities raise concerns about a number of questions-the unauthorized merchandising and fake profiles of voices and explicit content-the courts answered by directing the platforms to eliminate content violations and block illegal websites.
Given that India is constantly struggling with the legal consequences of AI, legal experts believe that more celebrities will turn to the courts to promote control of their digital identity. Until the dedicated legislation is determined, the courts will remain primary protection against unauthorized exploitation of fame in the era of AI.
(Tagstotranslate) Deepfake Surge
