After Aishwarya-Abhishek Bachchan also moves court over personality rights

By Sharad Rai

A verdict has already been delivered in favor of Amitabh Bachchan, Anil Kapoor, and Jackie Shroff. Now, the issue of "personality rights" related to AI and deepfakes has reached the Delhi High Court.

Within a span of just one day, Aishwarya Rai and Abhishek Bachchan have both filed lawsuits in the Delhi High Court regarding their "personality rights." The Hon’ble judge of the High Court, understanding the seriousness of the matter, has asked for interim orders to be issued.

Aishwarya Rai Files Petition Against Obscene AI Content

Aishwarya Rai took this step after objectionable and obscene AI-generated videos about her surfaced on social media in July. A similar AI-generated act has also been carried out against Abhishek Bachchan. Aishwarya filed her petition first, and the very next day, Abhishek Bachchan filed a similar one.

View this post on Instagram

A post shared by Marketing Mind (@marketingmind.in)

The essence of both their complaints is the same. In simple terms, Aishwarya stated in her petition that she has built her brand through years of hard work, and that brand is her personal property. Through this brand, she earns financial benefits via endorsements, so her personality rights must be protected. It should be noted that the Bachchan family has always been conscious of its image and dignity, never straying from propriety.

Amitabh Bachchan Wins Court Case Over Unauthorized Copying

Two years ago, in 2023, Amitabh Bachchan also approached the court to protect his image, voice, dialogue delivery, and other aspects from misuse. His case was related to unauthorized copying. The court ruled in his favor, reserving his rights. However, it is another matter that stage mimicry artists have not entirely stopped imitating him even now.

It was Amitabh Bachchan who first paid attention to personality rights. His photos were being used on lottery tickets, advertisements were being voiced in his style, and his mannerisms were being freely copied in films. Therefore, he had to seek court intervention. The court ruled that Amitabh’s voice, image, dance style, etc., cannot be used without his permission.

Anil Kapoor Secures Rights Over ‘Jhakaas’ and Persona

After Amitabh, Anil Kapoor also secured his personality rights. His famous dialogue “Jhakaas” and Jackie Shroff’s “Bhidu” have also been placed under protection. Anil Kapoor filed a petition demanding a ban on imitating him. His plea included restrictions on the use of his gestures, personality, image, lookalikes, abbreviations of his name, such as “AK,” popular film characters (“Mr. India,” “Lakhan,” “Majnu Bhai,” “Nayak,” etc.), image, and his famous line “Jhakaas,” without his consent. He also requested a ban on unauthorized use through AI, deepfakes, and GIFs, which the court accepted and issued an interim order.

Why a ban on saying “Jhakaas”? Isn’t that just a word in the language? On this, Anil Kapoor clarified: “Not in my style. This is about the privacy of my personality.” Similarly, Jackie Shroff also sought copyright protection for his unique style and phrases, including those popularized in the film Andaz Apna Apna.

Aishwarya Rai, Abhishek Bachchan Fight AI Deepfakes

The case of Aishwarya Rai and Abhishek Bachchan is no different. On social media, AI-generated videos and deepfakes have already troubled many women and students. For celebrities, lawsuits over “personality rights” are a serious matter.

Personality rights are the rights of an individual that protect their private life, property, name, nickname, image, voice, or anything that identifies them. Celebrities earn money through their unique identity by endorsing brands, hosting shows, or becoming brand ambassadors. If anyone uses their personality without consent for endorsements, business profit, or to defame them, their rights must be protected.

And this is not just about celebrities—this issue also concerns ordinary citizens. Now, it is before the court.

Read also:

• Krushna Abhishek-Kashmera Shah’s Mumbai Home Reflects Their Luxury Lifestyle
• Salman Khan Bodyguard Shera Wins Hearts with His Acting in Raksha Bandhan Ad
• Kathal Wins Best Hindi Film: Sanya Malhotra Says She's “Deeply Honoured”
• The Kerala Story: Kerala CM Slams National Award Honour, Sparks Controversy