From Big B to Abhishek: How the Bachchans Are Redefining Personality Rights in Court
The Bachchan courtroom saga just got a new twist.
Today, the Delhi High Court handed Abhishek Bachchan a big win, passing an interim ex parte injunction to protect his personality rights. What does that mean in plain words? Nobody can use his name, face, voice, or even mimic his persona through AI tricks or deepfakes — whether for profit or for mischief — without his permission.
Abhishek told the court his identity isn’t just a brand, it’s part of his dignity. The judge agreed, noting that misuse of his persona could damage his reputation, disrupt contracts, and harms his goodwill.
But Actually Hotter
A day earlier, Aishwarya Rai’s lawsuit got a similar verdict from Delhi High Court. The lawsuit targeted shady sellers on digital platforms — the kind who use her face or likeness on mugs, T-shirts, and random merchandise. The court ruled: enough is enough. From now on, nobody gets to profit off her name, image, voice, or signature without her nod.
But the bigger worry? Deepfakes. Aishwarya’s petition highlighted the darker side of AI — fake intimate videos, pornographic morphs, and other digital violations that invade not just celebrity lives but threaten anyone’s dignity. The court’s message was clear: this isn’t just commerce, it’s about safety.
Nine days old and Older
Of course, the Bachchans have been here before.
Back in 2011, Amitabh and Jaya Bachchan found themselves at the center of the Titan Industries v. Ramkumar Jewellers case. The couple had officially signed up with Titan’s Tanishq jewellery brand, but another jeweller allegedly ran near-identical ads with their images. The High Court wasn’t amused — it granted Titan a permanent injunction and slammed the brakes on the campaign.
Fast forward to 2022, and Amitabh Bachchan was once again in court — this time battling WhatsApp lottery scams. Fraudsters were sending messages about a “KBC lucky draw” supposedly blessed by Big B himself. The High Court reacted, banning the misuse of his voice, face, and name.
Beyond the Bachchans
The fight over personality rights isn’t limited to Bollywood’s first family.
- In 2023, Anil Kapoor approached the court, to guard not just his face but even his catchphrase — the iconic “Jhakaas”. The court gave him protection.
- By 2024, it was Jackie Shroff’s turn. His complaint spanned e-commerce sites, AI chatbots, and even social media pages misusing his name and likeness. Jackie also owns the trademark to his famous nickname “Bhidu”, and the court ordered interim protection in his favor.
The Big Picture
If the last decade has taught us anything, it’s this: celebrity identity is currency. Misusing a star’s persona doesn’t just steal a paycheck — it chips away at their dignity and reputation. And with AI deepfakes and digital piracy rising by the day, courts are stepping in faster and firmer than ever before. The message is loud and clear: whether it’s Big B, Jhakaas Kapoor, or Bhidu Shroff, their faces and voices are theirs — and the law is finally catching up to say so.
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