According to an article from India Today, Bollywood actor Jackie Shroff has filed a petition in the Delhi High Court seeking protection for his name, likeness, and the use of his nickname "Bhidu" without authorization. On May 14, 2024, Shroff initiated legal action against several entities, including AI platforms, social media channels, and GIF-making companies, for unauthorized use of his name, images, and voice.

Shroff's plea highlights that his images have been misappropriated for offensive memes and pornographic content, which has not only commercialized his persona without consent but also defamed him. His legal team, led by Advocate Pravin Anand, argued that this misuse has caused confusion among the public regarding his affiliations and has damaged his reputation. The Delhi High Court has reserved its judgment on the interim relief sought by Shroff, which includes an injunction against the unauthorized use of his personality attributes.

Shroff's case is notable as it implicates major tech companies and platforms such as Google-owned Tenor and Giphy. The actor has also involved the Department of Technology and the Ministry of Electronics and Information Technology (MEITY) in his plea, requesting the removal of links and websites that violate his personality rights.

The case draws parallels with a similar lawsuit filed by actor Anil Kapoor, who successfully protected his name, voice, image, and catchphrase "jhakaas" through a court ruling in January 2023. This precedent underscores the evolving legal landscape concerning personality rights in the context of rapidly advancing AI technologies.

In his plea, Shroff emphasized the unique commercial value of his persona, arguing that any third party using his attributes without consent is likely to cause public confusion and deception. This case exemplifies the ongoing legal battles faced by celebrities in safeguarding their identity and persona against unauthorized exploitation.