New Delhi

Pushpa star Allu Arjun has approached the Delhi High Court seeking protection of his personality rights against the unauthorised commercial use of his name, voice and likeness.

Justice Tushar Rao Gedela heard the matter on Friday and indicated that the court was likely to pass an interim order in the actor’s favour.

Representing Arjun, senior counsel Swathi Sukumar argued that the actor’s identity was being misused through merchandise carrying his image and signature, voice-cloning platforms, AI chatbots, and obscene content generated using his likeness.

The court was informed about a “fake-call Pushpa” application and another platform allowing users to interact with an AI-generated version of the actor through video calls. Counsel argued that such tools could be misused for scams and impersonation.

Arjun’s legal team also stated that he holds several registered trademarks linked to his name.

During the hearing, lawyers representing Meta and Google said multiple offending links and applications had already been removed. One defendant platform also said certain merchandise listings had been taken down.

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The Delhi High Court has recently heard similar petitions from several public figures seeking protection of personality and publicity rights, including Aishwarya Rai Bachchan, Abhishek Bachchan, Salman Khan, Sri Sri Ravi Shankar, Sudhir Chaudhary, Raj Shamani, Gautam Gambhir, Sonakshi Sinha and Vivek Oberoi.