India’s stars are fighting to protect their names, faces, voices and even catchphrases under the rising wave of “personality rights.”
Not long ago, the corridors of the Delhi High Court witnessed a rather unusual sight, Aishwarya Rai Bachchan, one of India’s most recognized faces, appearing not for a film-related dispute but to safeguard something deeply personal: her very identity. Soon after, her husband Abhishek Bachchan followed the same path. The phrase that echoed in the courtroom was “personality rights”, a term that had rarely surfaced in the public domain before but is now fast becoming a legal shield for India’s biggest stars.
For Aishwarya, the case wasn’t about contracts or endorsements. It was about stopping websites and anonymous creators from misusing her face and name: sometimes to sell mugs, T-shirts, or posters, and at other times, far more disturbingly, to generate obscene AI-crafted content. The court agreed, making it clear that no one could exploit her likeness for profit or humiliation without consent. Abhishek, too, raised similar concerns, underscoring how even the most private aspects of a public figure’s life can be turned into commodities.
Their move is part of a larger trend. Nagarjuna, Anil Kapoor, Jackie Shroff, Karan Johar, Arijit Singh, Rajat Sharma, and even spiritual leaders like Sadhguru have all approached the courts to protect what they see as an extension of themselves: their names, faces, voices, mannerisms, and even catchphrases. When Jackie Shroff’s plea was heard, the court recognized not only his name but also his famous “Bhidu” as part of his identity. In Anil Kapoor’s case, the judge went a step further, barring the unauthorized use of his iconic “Jhakaas” dialogue, his gestures, and even AI reproductions of his persona.
The urgency behind these cases is twofold. On one hand, celebrities are fighting the blatant commercial misuse of their fame:brands, platforms, or individuals cashing in without permission. On the other, they face the dark side of modern technology: deepfakes and AI clones that can twist their image in degrading ways. Aishwarya’s petition revealed how her face was being grafted onto pornographic material. Arijit Singh discovered his voice cloned to create artificial recordings. Rajat Sharma found his likeness in fake product endorsements. Each case underlined how the digital age has blurred the line between admiration and exploitation.
Yet, while courts are increasingly sympathetic, the law itself remains blurry. India has no standalone legislation on personality rights; they are not explicitly protected under the Trademark Act or copyright law. Judges rely on a patchwork of privacy rights, constitutional protections, and case precedents. This often leads to inconsistent rulings and weak enforcement.
Experts now argue that the time has come for a clear legal framework. Such a law would not only give celebrities confidence that their identity is safe from misuse but also balance this protection with freedom of expression and public interest. Until then, India’s most famous faces will keep turning to the courts: not for stardom, but for the right to own who they are.
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