In a significant move to protect his personal rights, veteran Bollywood actor Jackie Shroff has taken legal steps by filing a lawsuit in the Delhi High Court. On Tuesday, Shroff challenged the unauthorized commercial exploitation of his name and distinct personality traits. The esteemed actor, whose career spans over decades with participation in more than 200 films, is known for his charisma and unique style which has now become the subject of unlicensed use.
The hearing saw the actor’s counsel raising concerns over the inappropriate use of Shroff’s identity, particularly pointing out the sale of clothing, mugs, and posters featuring the actor’s signature and image, as well as the utilization of his voice for miscellaneous content like ringtones and wallpapers. This misuse extended to more insidious forms such as derogatory memes, objectionable GIFs, and other distorted images meant to insult or ridicule the much-admired actor.
Especially contentious was the infringement upon the actor’s trademarked Marathi slang “bhidu,” which has been synonymous with Shroff’s on-screen persona and has a cultural resonance among his fans. Justice Sanjeev Narula, presiding over the case, responded to the presented arguments by issuing summons to the accused parties and scheduling further deliberation for the next day.
Shroff’s legal representative emphasized the deception consumers face, believing these products to be legitimately endorsed by the actor. The counsel stated, “Jackie Shroff is so well known. People will think it is endorsed by him. He has a certain marketability to his name. It can’t be done without his consent.” This statement highlighted the trust and reputation Shroff holds among his supporters and the wider public.
The actor’s counsel, in court, voiced the actor’s disdain for the flood of defamatory and monetized misrepresentations spread over various platforms. “All are using his name, images, and earning huge money. This is all defamatory stuff…there are distasteful dirty words in voice over. There is nothing legitimate about any of this,” they contended, underscoring the severity of the issue.
The defence brought to attention that certain defendants had already ceased their unauthorized appropriation of Shroff’s image and catchphrases, following the legal action taken by the actor. In a bid to strengthen Shroff’s position, the counsel referred to precedent rulings in favor of other renowned Bollywood personalities like Amitabh Bachchan and Anil Kapoor, who fought similar battles to protect their publicity rights.
The battle over rights to personality and privacy has been a burgeoning issue in the entertainment industry, with various public figures finding themselves compelled to defend their persona against digital exploitation. The advent of artificial intelligence, coupled with easy access to personal content online, has exacerbated these infringements, prompting celebrities to take substantive legal measures.
Shroff’s move to the Delhi High Court marks a significant stance on the right to one’s own image and trademark phrases, which have been banked upon by entities without reverence or remuneration to the original personality.
This case, reflective of a broader global conversation about intellectual property rights and the need for modernized legislation tailored to digital content, is one among many where public figures are defending their hard-earned reputation and identity from indiscriminate commercial use. The decision from the High Court is eagerly awaited by many as it may set a precedent for future cases concerning celebrity rights in the digital era of Indian cinema.
