Hyderabad court restrains commercial use of Chiranjeevi’s name and image

T he Hyderabad City Civil Court has issued an interim injunction restraining over 30 entities including digital media platforms, clothing companies, and other commercial outlets from using actor Chiranjeevi’s name, image, voice, and associated titles for commercial purposes without his explicit consent. Chiranjeevi, born Konidela Siva Sankara Vara Prasad, is a towering figure in Telugu cinema and a prominent political personality. Over his illustrious career, he has earned titles such as Megastar , Boss , Annayya , and Chiru , becoming a cultural icon in southern India. His influence extends beyond the silver screen, with a substantial fan following and a significant presence in public life.

The actor’s counsel argued that various defendants had been exploiting his image and titles on merchandise like T-shirts, wall posters, and other products, both online and in physical retail outlets, without authorization. Additionally, his likeness had been manipulated using artificial intelligence to create images, videos, and memes, leading to potential reputational harm and economic loss. The misuse of his image and association, according to his legal team, created misleading impressions that he endorsed certain products or ideas, adversely affecting his reputation and social standing.

The case aligns with a broader trend where Indian celebrities are asserting their personality rights in the digital age. Notably, actors such as Amitabh Bachchan and Akshay Kumar have previously sought legal recourse to protect their identities from unauthorized commercial use. The Chiranjeevi case underscores the growing importance of safeguarding personal branding and personality rights amid digital proliferation and AI-generated content.

The court observed that Chiranjeevi is one of the most recognizable figures in the Telugu film industry and noted that his name and various titles associated with him are integral to his public persona. The court emphasized that these attributes form his unique selling proposition (USP) and are widely recognized among the general public. In its interim order, the court directed the defendants to cease any infringement of Chiranjeevi's personality and publicity rights, whether directly or indirectly. The matter has been scheduled for further hearing on October 27.

This ruling sets a significant legal precedent for the protection of personality rights in India, particularly in the context of digital media and AI-generated content. It highlights the judiciary’s recognition of the need to adapt legal frameworks to address challenges posed by technological advancements and the commercialization of personal identities. As the case progresses, it may pave the way for more robust legal protections for individuals seeking to safeguard their identity and reputation in the digital realm.