Why Bollywood Is Fighting Over Personality Rights

In 2002, Punjabi pop singer Daler Mehndi moved the court after a company sold miniature dolls dressed in “Maharaja” robes and colourful turbans that closely resembled him. The case is widely regarded as one of the first successful legal recognitions of celebrity personality rights in India, a protection that has since become increasingly significant in Bollywood.

For celebrities, identity is closely tied to career and brand value built over years. A star’s name, image, voice and distinctive traits form part of that identity. In the digital age, fake content and impersonations can cause confusion, damage reputations and affect personal well-being. While box-office performance once posed the primary professional risk, celebrities now face threats from unauthorised digital replicas circulating online.

Personality rights function in a manner similar to copyright, granting individuals control over the commercial use of their identity. Any use of a celebrity’s likeness, from printing their face on merchandise to deploying an AI-generated version of their voice, requires consent.

The rise of deepfake technology has intensified concerns. AI tools can generate fabricated videos depicting celebrities endorsing political causes or promoting dubious products. Such content can also place a star’s likeness in distasteful or explicit material, leading to serious reputational harm.

Courts in India have responded by extending protection through constitutional principles, intellectual property law and common law remedies rooted in privacy and dignity. Recently, actor Vivek Oberoi secured relief from the Delhi High Court, which issued a dynamic injunction and a John Doe order to prevent unauthorised use of his identity.

Following such orders, social media platforms including Instagram, YouTube and X, are directed to remove fake accounts, morphed videos and unauthorised promotional content. The legal measures are also designed to prevent future violations. Oberoi joins other prominent actors, including Amitabh Bachchan, Aishwarya Rai Bachchan, Abhishek Bachchan, R. Madhavan, Anil Kapoor and Karan Johar, who have sought similar legal protection. While genuine fan tributes and satire generally do not attract legal action, commercial exploitation or promotional use of a celebrity’s identity without permission may invite legal consequences.