Bollywood stars and cricket legends in India have declared war on artificial intelligence. The issue is not that people are watching their movies for free, but that digital technologies have literally begun to steal their identities.
When a Face Becomes a Commodity Without Your Consent
The final straw was a lawsuit filed by Aishwarya Rai Bachchan, former Miss World and global screen star. In the Delhi High Court, her lawyers took action against a dozen defendants. The list of grievances is striking: from the illegal sale of T-shirts and mugs featuring her face, to the creation of deepfake videos, and even chat bots where a “digital Aishwarya” engages in obscene conversations with users.
It even turned out that a company called Aishwarya Nation Wealth had officially listed the actress in its corporate documents as the chairperson of the board, completely without her knowledge.
A New Strategy: This Isn’t Piracy, It’s Kidnapping
The most fascinating aspect of this case is the legal approach. Aishwarya Rai Bachchan’s lawyers deliberately moved away from standard “copyright infringement” claims. Why?
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Copyright is too narrow. If a pirate changes a person’s pose in a photo, alters the background color, or slightly tweaks facial features using a filter, they can claim it is a “new work.” Proving copyright infringement in such cases becomes incredibly difficult.
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Identity theft runs deeper. The lawyers are insisting on “personality rights.” Their core argument is that no one has the right to make money by impersonating another person or capitalizing on their fame.
As leading lawyer Pravin Anand explains, the goal is to convince the court that any unauthorized commercialization of another person’s name, voice, or appearance is a crime against the individual, rather than just a dispute over an image.
What Can Be “Stolen” From a Star?
As it turns out, it is not just faces that can be protected. In India, courts have already set precedents by banning the copying of:
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Amitabh Bachchan’s unique, deep baritone voice.
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The signature catchphrase “jhakaas” (cool/awesome), when spoken in the distinctive style of actor Anil Kapoor.
Why Does This Matter to Us?
The case of Aishwarya Rai and other celebrities sets a global precedent. In the age of artificial intelligence, anyone—not just a celebrity—can become a victim of a deepfake. The Indian experience shows that the most effective weapon in court is proving that your identity is inviolable, and that your unique traits cannot be exploited by someone else for personal gain.
Founder of Research & Patent group Intectica, author of patent algorithms for solving problems in the pharmaceutical industry, patent attorney certified in all intellectual property objects (Patents, Design, TM), with education in chemistry and law, chief expert of the patent institution of Ukraine UKRPATENT (1997-2004). Member of international organizations, including ECTA, PTMG, UAM, lecturer and blogger.
