Allu Arjun Moves Delhi High Court Over Misuse Of Identity And Voice

Telugu Actor Allu Arjun has approached the Delhi High Court seeking protection of his personality rights amid growing concerns over the misuse of his identity through artificial intelligence tools, fake applications, and unauthorised commercial use of his name and image.

The matter was heard on Friday before Justice Tushar Rao Gedela, who indicated that an interim order in favour of the actor could be considered. The petition filed by Allu seeks to restrain individuals and platforms from unlawfully using his name, image, voice, and other identifiable attributes without consent, particularly for commercial gain.

During the proceedings, senior advocate Swathi Sukumar, representing the actor, highlighted several instances of alleged misuse, including AI-generated content, voice-cloning tools, and impersonation-based applications. One of the key concerns raised was a “fake-call Pushpa” application that reportedly allows users to interact with an AI-generated version of the actor, raising concerns over potential fraud and identity manipulation.

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The plea further argued that such unauthorised use of his persona not only violates his publicity and personality rights but could also lead to misinformation, financial scams, and reputational harm. It was also noted in court that Allu holds registered trademarks over his name, strengthening his legal claim against unauthorised exploitation.

Representatives of Meta and Google informed the court that several offending links, applications, and merchandise listings had already been removed following complaints. They submitted that enforcement actions had been taken to curb misuse of the actor’s identity across their platforms.

The case reflects a growing legal trend in India, where public figures are increasingly approaching courts to safeguard their digital identities in the age of AI-generated content. Several celebrities, including actors, filmmakers, and sports personalities, have previously sought similar protections, with courts granting relief in cases involving impersonation or misleading synthetic media.

Allu’s petition highlights the expanding challenge of personality rights in the digital era, where rapid advancements in AI technology are making identity replication easier and raising new concerns about privacy, consent, and online safety.

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