New Delhi — September 2025: Bollywood icons Aishwarya Rai Bachchan and her husband, Abhishek Bachchan, have taken legal action before the Delhi High Court to protect their personality rights amid rising concerns over digital exploitation and misuse of celebrity likenesses.
What’s Driving the Legal Move?
According to multiple reports, Aishwarya has filed a petition requesting the court to restrain online platforms from unauthorized use of her name, images, and likeness, with specific emphasis on preventing the circulation of AI-generated pornographic content featuring her likeness. The petition also seeks protection against deepfakes and digital manipulations that could harm her reputation.
During the hearing, Justice Tejas Karia acknowledged the gravity of the situation and indicated that an interim order may soon be issued to caution the defendants.
Abhishek Bachchan, though often less in headlines for such suits, stands to benefit from this broader legal precedence, reinforcing his and his family’s control over their public persona.
Why This Matters for Celebrity Legal Protection
This case reflects a growing recognition of how emerging technologies—particularly AI-generated content and deepfakes—pose serious threats to a celebrity’s image and brand. Courts are increasingly seen as vital protectors of celebrity personality rights, especially in the digital sphere.
Historical context reinforces this trend:
- Anil Kapoor, in September 2023, secured an ex parte interim “John Doe” order from the Delhi HC, barring unauthorized use of his name, catchphrases like “Jhakaas,” voice, and image—particularly in AI-generated content and commercial misuse.
- Jackie Shroff, in mid-2024, won protection from unauthorized use of his persona—including voice, image, likeness, mannerisms—across e-commerce platforms, AI chatbots, and social media, as these infringed on his brand equity.
- Amitabh Bachchan previously approached the court to curb the misuse of his identity in bogus lottery apps and merchandise, resulting in protective orders.
These precedents highlight that Indian courts increasingly enforce personality rights—covering name, image, voice, signature, gestures, and mannerisms—as common law rights that courts protect, even though not expressly legislated.
Strategic Takeaways for Celebrity Clients & Litigation Strategy
| Key Insight | Relevance |
|---|---|
| Digital Threats | Courts are treating AI-driven deepfakes and manipulations as serious rights violations. |
| John Doe Orders | Interim “John Doe” injunctions can quickly prevent platforms and unknown parties from exploiting likeness. |
| Commercial Exploitation | Courts draw a line between satire or parody (protected under free speech) and unauthorized commercial use. |
| Brand Equity Protection | Personal attributes—like voice, catchphrases, gestures—are increasingly viewed as monetizable intellectual property. |
| Holistic Control | Legal protection extends beyond image to all elements of persona: likeness, name, voice, mannerisms, and even later-created AI reflections. |
