Commercial exploitation
New Delhi
The Delhi High Court on Thursday stated that it would pass an interim order to protect the personality and publicity rights of entrepreneur and Shark Tank India judge Aman Gupta in a case concerning the alleged unauthorised commercial use of his identity across multiple digital platforms.
The matter was heard by a single-judge Bench of Justice Tushar Rao Gedela, who indicated that an interim order would be issued after considering submissions presented during the hearing. Gupta, widely known as a judge on the popular television show Shark Tank India, is also the co-founder of electronics brand boAt Lifestyle.
Senior Advocate Diya Kapur, appearing on behalf of Gupta and instructed by Advocate Nakul Gandhi, presented before the court a detailed compilation of allegedly infringing material along with copies of previous judicial orders in similar personality rights cases.
During the proceedings, the counsel highlighted several forms of alleged misuse of Gupta’s identity. These reportedly included fake commercial endorsements, unauthorised event-booking services using his name, sale of merchandise featuring his identity and registered catchphrase “Hum Bhi Bana Lenge,” AI chatbots impersonating him, and circulation of vulgar or objectionable content associated with his persona.
The lawsuit, filed before the Commercial Division of the Delhi High Court, alleges “widespread, systematic and unauthorised commercial exploitation” of Gupta’s personality, publicity and trademark rights by unknown entities, digital intermediaries and online platforms.
According to the plaint, Gupta has built considerable goodwill and commercial value around his public image as a successful entrepreneur, investor and media personality. The suit claims that his name, likeness, voice, mannerisms and distinctive catchphrases possess significant market value and are being illegally exploited without consent.
The legal action also seeks protection for Gupta’s registered trademarks, including the phrases “Hum Bhi Bana Lenge” and “Down, But Not Out!”, which have become closely associated with his public appearances and television persona.
The case adds to a growing number of personality rights disputes being brought before Indian courts as concerns rise over misuse of celebrity identities, deepfake technology, AI-generated impersonations and unauthorised digital content.
