Veteran actor Jackie Shroff has filed a suit in the Delhi High Court against the unauthorised commercial use of his name, image, and likeness.
The lawsuit targets various entities allegedly profiting from Shroff's personality without his consent.
Shroff's legal team objects to the sale of merchandise – mugs, signed posters, and bags – featuring his image without his permission.
They also condemn the creation and distribution of "insulting" memes, GIFs, and content using artificial intelligence that exploits Shroff's likeness.
Justice Sanjeev Narula issued summons to the named entities, scheduling a further hearing for Wednesday.
Shroff's counsel argued that the unauthorised use of his name and image misleads consumers into believing the products are endorsed by him.
"Mr. Shroff's name and image hold significant commercial value due to his extensive filmography," stated the counsel. "It is imperative to prevent individuals from exploiting this value for personal gain without his consent."
The lawsuit details instances of merchandise sales online, including mugs and bags, that infringe upon Shroff's rights. Furthermore, the counsel highlighted the presence of derogatory and objectionable content – memes, morphed images, and voice-overs using "distasteful language."
"These unauthorised uses not only violate Mr. Shroff's right to control his image but are also potentially defamatory," the counsel added. They noted that some entities have ceased the unauthorised use upon being approached.
Shroff's legal team seeks to establish a precedent, citing similar successful lawsuits filed by actors Amitabh Bachchan and Anil Kapoor in the Delhi High Court.
