In a significant move to safeguard his “personality rights,” Telugu superstar Allu Arjun approached the Delhi High Court on Friday, seeking to halt the unauthorized commercial exploitation of his name, voice, and likeness. Justice Tushar Rao Gedela, presiding over the matter, indicated that the court would pass an interim order in favor of the Pushpa actor, joining a growing list of celebrities seeking legal protection against digital misappropriation.
The lawsuit highlights the evolving threats posed by artificial intelligence and digital impersonation. Senior counsel Swathi Sukumar, representing Arjun, informed the court that the actor’s personality traits—including his voice and image—are being misappropriated across several platforms.
The counsel specifically raised alarms over a “fake-call Pushpa” application and AI-driven chatbots that simulate the actor’s persona. “What is frightening is that there is an app where you can speak to the AI likeness of this person. This is fertile ground for any kind of scam that involves the plaintiff. It’s his face video calling,” Sukumar submitted during the hearing.
Beyond AI, the lawsuit targets the sale of unauthorized merchandise bearing Arjun’s image and signature, as well as the generation of obscene content using his likeness. The court was also informed that the actor holds several registered trademarks for his name, strengthening his claim over his commercial identity.
In response to the legal challenge, several platforms have already begun taking corrective measures. Counsel for one defendant platform hosting offending merchandise stated that the products in question have been removed. Similarly, legal representatives for Meta and Google informed the court that numerous offending links, including apps and promotional materials, have already been taken down from their respective ecosystems.
The Delhi High Court has increasingly become a battleground for personality rights. Allu Arjun follows in the footsteps of several high-profile figures who have successfully secured interim relief to protect their publicity rights.
Recent beneficiaries of similar court orders include:
- Actors: Aishwarya Rai Bachchan, Abhishek Bachchan, Salman Khan, Sonakshi Sinha, and Vivek Oberoi.
- Sports & Media: Cricketer Gautam Gambhir, journalist Sudhir Chaudhary, and podcaster Raj Shamani.
- Public Figures: Art of Living founder Sri Sri Ravi Shankar.
These rulings emphasize that a celebrity’s “right of publicity” allows them to control the commercial use of their identity, preventing third parties from profiting off their hard-earned reputation without consent.
