Indian courts - particularly the Delhi High Court + Bombay High Court - have been unusually active in granting personality rights injunctions against AI deepfakes since 2023. A growing body of case law now protects actors + celebrities against unauthorized digital replicas. For NRI content creators, brands + platforms distributing into India, this is the most practical + immediately enforceable framework right now.

1. What Are Personality Rights in India?

  • Right of publicity - control over commercial use of one's name, likeness, voice + persona
  • Derived from Article 21 (right to privacy) + Article 19(1)(a) + common law + copyright + trademark overlays
  • Not codified in a single statute; developed through jurisprudence
  • Recognized as attribute of personality by Supreme Court in Puttaswamy (privacy) + subsequent cases
  • Includes protection against false endorsement + defamation via AI clones

2. Anil Kapoor v. Simply Life India & Ors (Delhi HC, 2023)

  • One of first landmark AI-deepfake personality rights orders in India
  • Delhi HC granted interim injunction restraining unauthorized use of Anil Kapoor's name, image, voice, likeness, persona + iconic dialogues (including "Jhakaas")
  • Explicit finding on AI-generated content, morphed images, deepfakes + GIFs
  • Set framework for later cases
  • Injunction extended to unknown defendants (John Doe orders)

3. Amitabh Bachchan v. Rajat Nagi & Ors (Delhi HC, 2022-23)

  • Injunction restraining commercial exploitation of Amitabh Bachchan's name, image, voice + attributes
  • Specific focus on unauthorized use in advertisements + AI-morphed content
  • Reinforced right of publicity as attribute of personality
  • Foundational for subsequent AI-era cases

4. Jackie Shroff v. The Peppy Store & Ors (Delhi HC, 2024)

  • Injunction against unauthorized commercial use of Jackie Shroff's name, image, voice + Bhidu persona
  • Explicit coverage of AI-generated chatbots + deepfake content
  • Reinforced protection against merchandising + endorsement misuse

5. Aishwarya Rai Bachchan v. Aishwaryaworld.com & Ors (Delhi HC, 2024)

  • Injunction protecting Aishwarya Rai's name, image, likeness + persona
  • Specific mention of AI-generated + morphed content circulating on platforms
  • Directions to platforms for takedown
  • Landmark for female actors seeking protection against deepfake harassment

6. Karan Johar v. India Pride Advisory Pvt Ltd & Ors (Bombay HC, 2024)

  • Bombay HC injunction against unauthorized use of Karan Johar's name + likeness in film title + related content
  • Reinforced personality rights beyond acting persona - director + producer identity also protected
  • Notable Bombay HC precedent complementing Delhi HC line

7. Nagarjuna Akkineni v. Persons Unknown & Ors (Delhi HC, 2024)

  • Injunction against unauthorized AI-generated + morphed use of Nagarjuna's persona
  • Extends personality rights protection to South Indian film industry stars
  • John Doe order framework applied
  • Directions to intermediaries for takedown

8. Other Notable Orders + Ongoing Matters

  • Sadhguru Jaggi Vasudev - personality rights injunction against unauthorized use
  • Various politicians + businesspersons - deepfake-related injunctions in election contexts
  • Ongoing petitions from other actors + public figures

9. Emerging Judicial Framework

  • Prima facie case of unauthorized use + likelihood of harm
  • Balance of convenience - restraint against unknown defendants often favored
  • Irreparable harm - AI content spreads virally, damages hard to quantify
  • John Doe orders against unknown defendants + directions to platforms
  • Cross-border enforcement - injunctions have practical reach only via platform compliance

10. Platform Implications

  • Intermediaries must comply with court-directed takedowns
  • Non-compliance risks loss of safe harbor under IT Act Section 79
  • Platforms increasingly proactive on deepfake removal for high-profile figures
  • India-specific complaint mechanisms + grievance officers required

11. Practical Rules for NRI Content Creators

  1. Do not use any actor's name, image, voice, or likeness in AI-generated content without written consent
  2. Parody is not safe harbor in India - err on the side of caution
  3. Fan edits at scale risk personality rights + copyright claims
  4. Voice clones + deepfakes are the highest risk category
  5. Merchandising with celebrity likeness requires clear licensing
  6. Political deepfakes - avoid entirely
  7. Cross-border defense - content posted from USA / UK / UAE flows into India + can attract Indian court jurisdiction

12. Practical Rules for NRI Brands + Marketers

  • Never use celebrity likeness in advertising without written license agreement
  • Do not simulate endorsements with AI-generated actor voices or faces
  • Include personality rights + AI-use warranties in all creative vendor contracts
  • Monitor social media for unauthorized use of your brand associations
  • Take proactive takedowns when unauthorized AI content misuses your brand or spokesperson

13. Where Case Law Is Heading

  • Expansion to non-celebrity plaintiffs
  • Clarification of post-mortem personality rights (heirs' standing)
  • Interaction with DPDP Act consent framework
  • Coordination with IT Rules platform obligations
  • Possible codification if Digital India Act includes personality rights provisions

Disclaimer: Snapshot as of September 23, 2026. Verify with primary sources + counsel before making contractual, career, or immigration decisions. Not legal advice.

Note: Case law summaries are directional; consult primary court orders + counsel for citation-grade use.