From film icons and sport stars to comedians and influencers, public figures today are more than performers. They are brands with commercial value attached to their name, voice, image, catchphrases, characters, signature moves and even their social media presence.
Personality rights refer to the legal protection given to individuals against unauthorized commercial exploitation of their identity. These rights sit at the intersection of privacy, publicity and intellectual property. While India does not have a single dedicated statute, courts have increasingly recognised that a celebrity should have the exclusive right to profit from their persona and prevent others from cashing in on their fame. Read more
Why Are So Many Celebrities Approaching Courts
The last two years have seen an unprecedented rise in legal action from well known figures across entertainment and sports. The trigger is simple. Fame travels faster and wider than ever before thanks to social platforms, AI tools and advertising algorithms.
As a result
- Images are copied and used on merchandise
- Voice and character mimicry appear in ads without permission
- Fake brand endorsements mislead consumers
- AI generated deepfakes blur reality
Celebrities coming forward include Amitabh Bachchan seeking protection over name and likeness, Aishwarya Rai Bachchan and Anil Kapoor pursuing court ordered safeguards against deepfake misuse, and cricketers objecting to unauthorised use in gaming apps. The trend reflects a cultural shift where goodwill is no longer limited to traditional film stars. Digital creators can command equal, and sometimes higher, commercial impact.
Bhuvan Bam’s Case and the Growing Creator Economy
A recent example is the Delhi High Court case filed by Bhuvan Bam, the popular comedian, actor and creator behind BB Ki Vines. Bam’s rapid rise from relatable comedy sketches to mainstream storytelling has made him one of India’s most influential digital personalities. His original characters, voice expressions and screen image are instantly recognisable to millions.
The court granted an interim takedown directing online platforms to remove unauthorized use of his photos and content. However, the judge declined to grant an immediate finding on his personality rights, noting that such rights require detailed examination and cannot be conclusively recognised on day one of a lawsuit.
The ruling still offers meaningful relief. It acknowledges the real time harm celebrities face when their persona is exploited without consent and signals that courts will continue to use John Doe injunctions to curb fast moving misuse. At the same time, it stresses that personality rights must be decided carefully and not rubber stamped, especially when freedom of expression, parody, commentary and fair use co exist online.
Why Personality Rights Matter Now
At its core, the surge in litigation tells a bigger story. A celebrity’s persona generates trust among audiences and that trust holds economic value. Unlicensed exploitation therefore does not simply irritate the individual. It dilutes the goodwill they have built, misleads the public and diverts potential revenue from legitimate commercial opportunities.
As influencers, entertainers and gamers build communities and launch products, their identity becomes an asset comparable to trademarks and copyrighted works. Legal protection allows them to control how their identity is used, endorse responsibly and maintain the authenticity that followers invest in.
The Road Ahead
ersonality rights in India are still evolving, but each lawsuit is helping carve out sharper boundaries in this area of law. Courts are showing greater willingness to step in when a celebrity’s identity is misused, while still insisting on evidence and thoughtful argument before granting sweeping protection. With AI tools enabling hyper-realistic voice cloning, image manipulation and deepfakes, and with digital creators gaining mainstream influence, the need for clearer rules and stronger enforcement is only increasing.
Respecting a public figure’s persona is not only a matter of ethics but it is a legal obligation. A celebrity’s identity is a valuable asset that can be leveraged, licensed and monetised legitimately. Protecting that asset is essential to safeguarding goodwill, maintaining public trust and supporting India’s booming creator economy.