The Delhi High Court on Friday granted interim protection to Telugu actor Allu Arjun’s personality rights in a suit alleging unauthorised commercial exploitation, including misuse through artificial intelligence-based applications.

Justice Tushar Rao Gedela, while hearing the matter, indicated that orders would be passed to safeguard the actor’s rights, despite initially questioning the maintainability of the plea before the Delhi High Court given the geographical distance from the actor’s home State of Telangana. The Court remarked on the forum choice, observing that “there are five States in between,” but proceeded after being informed that the alleged infringement was occurring across the country.

Appearing for the actor, Senior Advocate Swathi Sukumar submitted that the violations were extensive and technologically sophisticated, including the development of an application enabling users to interact with an AI-generated likeness of the actor. She described the situation as “truly frightening,” emphasising the growing risks posed by AI-driven impersonation.

Taking note of the submissions, the Court moved to grant interim protection against unauthorised use of the actor’s name, image, voice, and likeness, particularly in digital and AI-driven formats.

Appearances:

Swathi Sukumar, Sr. Adv.  Riddima Sharma and Bidushi Handique Lale with Gauri Khanna, Ritik Raghuwanshi

Allu Arjun is represented by ADP Law Offices and Bidushi Handique Lale