Jackie Shroff Seeks To Protect 'Bhidu' Usage Without Consent
This lawsuit aims to prevent unauthorised commercial exploitation of his image and voice.
Veteran actor Jackie Shroff on Tuesday filed a suit before the Delhi High Court seeking protection of his personality and publicity rights.
According to Live Law, the lawsuit has been filed against entities misusing his name, photographs, voice, and the popular catchphrase 'Bhidu' without his consent.
Justice Sanjeev Narula heard the matter on Tuesday and issued summons to the defendant entities in the suit. The matter has been listed for Wednesday when the court will consider passing an interim order, the report said.
Shroff, known for his iconic roles in Hindi films like 'Parinda' and 'Hero', has built a distinct identity in the film industry.
This lawsuit aims to prevent unauthorised commercial exploitation of his image and voice. The suit reportedly covers the use of his attributes across various platforms, including endorsements, merchandise, and even deepfakes.
'Bhidu', a term synonymous with Shroff's screen persona, has also been included in the lawsuit. The term has gained immense popularity and is often used for marketing purposes.
The move by Shroff comes after a similar case filed by actor Anil Kapoor. The Delhi High Court acknowledged Kapoor's personality rights and restrained parties from misusing his attributes and words like 'jhakaas'.
The court ruled that the actor's name, pictures, signatures or voice cannot be used by other entities without his prior consent. Anil Kapoor had reportedly filed the case over apprehensions that AI was being misused to harm his reputation and take advantage of his image for financial gains.
