Delhi High Court Restrains Unauthorized Use Of Abhishek Bachchan Persona For Commercial Gain Globally

Delhi High Court Restrains Unauthorized Use Of Abhishek Bachchan Persona For Commercial Gain Globally

In a significant judicial intervention, the High Court of Delhi has issued an ex-parte ad-interim injunction protecting Bollywood actor Abhishek Bachchan from the unauthorized commercial exploitation of his personality rights. Presided over by Justice Tejas Karia, the court’s order addresses a widespread pattern of misappropriation involving the actor's name, image, signature, and likeness, particularly through the use of advanced technologies like Artificial Intelligence.

The Battle for Digital Identity

The suit originated following the unauthorized use of Abhishek Bachchan’s persona by various websites and social media platforms. Defendants, ranging from merchandise retailers to YouTube channels, were found to be selling T-shirts, stickers, posters, and coffee mugs, or creating AI-generated content—including deepfakes—that misappropriated the actor's unique identity for profit. These unauthorized activities not only exploited his reputation but, in some instances, featured him in derogatory or obscene settings, directly threatening his personal dignity and professional brand.

Legal Arguments and Precedents

Counsel for the plaintiff argued that the actor has spent years curating his public image and that his identity possesses immense commercial value. The legal team asserted that any unauthorized use of his likeness leads to consumer confusion and potential dilution of the goodwill associated with the brands he endorses.

The court relied on established precedents, including the landmark * Anil Kapoor v. Simply Life India * (2023), which emphasized that a celebrity’s right to endorsement is a vital source of livelihood. Further reliance was placed on * Amitabh Bachchan v. Rajat Nagi * (2022) and * Jaikishan Kakubhai Saraf v. Peppy Store * (2024), reinforcing the judiciary's consistent stance against the unauthorized commercialization of public figures.

Key Observations

The High Court underscored the urgency of the situation, noting:

• "It is well-settled that the unauthorized commercial exploitation of Personality Rights directly impacts the economic interests as well as the dignity of the concerned individual."
• "The use of technology to depict the Plaintiff in settings that are misleading, derogatory or inappropriate, intrudes upon the Plaintiff’s right to privacy."
• "The Plaintiff has established a prima facie case for the grant of an ex-parte ad-interim injunction."
• "Any infringement of the Plaintiff’s Personality Rights will lead to dilution of the Plaintiff’s reputation and goodwill that he has garnered over the years."

Court’s Ruling and Its Implications

Justice Karia’s order restrains 18 named and unknown defendants from using any facet of the actor’s persona—including voice, image, and AI-generated content—for commercial gain. The court has directed e-commerce platforms and digital intermediaries like Google LLC (YouTube) to take down and block infringing URLs within 72 hours. Furthermore, entities facilitating these sales have been ordered to disclose subscriber information, including IP logs and contact details, within seven days.

This ruling marks a critical development in the protection of personality rights in the era of Generative AI. By granting an immediate injunction, the High Court has affirmed that the dignity and intellectual property of an individual remain protected, regardless of the technological medium used to exploit them. The matter is next listed for hearing on January 15, 2026.