Superstar Allu Arjun has approached the Delhi High Court seeking protection against the unauthorised use of his identity, including his name, photographs, voice and other recognisable personality features. The court is expected to pass an interim order in the matter, aimed at preventing misuse of the actor’s image without his permission.

Allu Arjun moves Delhi High Court over fake calls, AI misuse and unauthorised merchandise using his identity

The case was heard by Justice Tushar Rao Gedela, where senior advocate Swathi Sukumar, appearing for the actor, highlighted several instances in which Allu Arjun’s likeness was allegedly being used without consent. These reportedly included merchandise carrying his image, objectionable and explicit content, as well as AI-powered tools using his identity.

One of the examples placed before the court was an application titled Fake Call Pushpa, which allegedly allows users to interact with an AI-generated version of the actor through a simulated video call. It was argued that such a feature could be misused in fraudulent activities by making it appear as though the actor himself was part of the communication.

A lawyer appearing for one of the defendants, Frankly Retail Private Limited, informed the court that the company was functioning only as an intermediary platform. It was also submitted that the disputed link had already been removed after receiving a copy of the legal plea on April 15.

The court then directed the concerned party to submit a compliance report within three days.

Apart from digital misuse, the suit also raises concerns over commercial products allegedly being sold using Allu Arjun’s identity without approval. The actor has objected to any unauthorised attempt to monetise his fame through merchandise or online tools.

Allu Arjun was represented in court by senior advocate Swathi Sukumar along with advocates Ameet Datta, Riddima Sharma and Gauri Khanna.

The Delhi High Court has in recent times heard several similar matters involving celebrities seeking protection of their public identity. Personalities who have approached the court in related cases include Mohanlal, Jubin Nautiyal, Pawan Kalyan, Sunil Gavaskar, Kajol, R Madhavan, NTR Jr., Salman Khan, Nagarjuna, Aishwarya Rai Bachchan, Abhishek Bachchan and Karan Johar, among others.

The latest move by Allu Arjun comes at a time when concerns around deepfakes, AI-generated impersonation and unauthorised celebrity branding are rapidly increasing. With technology making it easier to replicate voices and appearances, public figures across industries are taking stronger steps to protect their identity and prevent misuse.

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Tags : AI, Allu Arjun, Artificial Intelligence, Case, Cyber Crime, Legal, Misuse, News, Personality Rights, South, South Cinema