The Delhi High Court is set to issue an interim order to protect the personality rights of Telugu superstar Allu Arjun. The move comes after the actor filed a lawsuit targeting the unauthorized use of his name, voice, and image across various digital and physical platforms.
Legal representatives for the Pushpa star flagged several serious concerns to Justice Tushar Rao Gedela. These include the sale of unapproved merchandise, the circulation of offensive content, and the rise of AI-powered tools. Specifically mentioned was a Fake Call Pushpa app, which uses AI to mimic the actor’s appearance in video calls, a tool lawyers warn could be easily exploited for fraud.
The court also addressed digital intermediaries involved in selling such merchandise. One defendant, Frankly Retail Private Limited, informed the court that it had already removed the offending links and was ordered to file a compliance report within three days.
This ruling follows a growing trend in Indian law to protect celebrities from the Wild West of generative AI. Allu Arjun joins a list of figures, including Mohanlal, Kajol, and Sunil Gavaskar, who have successfully sought court protection against identity theft. By restraining the use of his identifiable traits without consent, the court aims to ensure that an actor’s brand remains under their own control in an increasingly digital world.
