Gautam Gambhir has approached the Delhi High Court, raising serious concerns over the alleged misuse of his identity through deepfakes, AI-generated content,
and unauthorised merchandise.
The India men's team head coach has filed a civil suit in the court's Commercial Division, seeking urgent legal intervention against what his legal team describes as a growing pattern of digital impersonation and exploitation.
Gautam Gambhir seeks legal action against widespread misuse
The suit names 16 defendants - including social media accounts, e-commerce platforms and digital intermediaries - while also leaving room for unidentified parties involved in the alleged violations.
Gambhir has sought an ex-parte ad-interim injunction, which, if granted, would allow immediate action against the accused entities even before they present their defence. The petition also calls for the removal of infringing content and a permanent ban on any further misuse of his name, image or likeness.
Surge in AI-driven manipulation
According to the filing, there has been a sharp rise in fabricated content involving Gambhir since late 2025. This includes manipulated videos created using face-swapping and voice-cloning technologies.
Among the examples cited are a fake resignation announcement that reportedly garnered over 29 lakh views, and another doctored clip related to senior cricketers' World Cup participation that crossed 17 lakh views - highlighting the scale and reach of such content.
The petition also flags the unauthorised sale of merchandise using Gambhir's identity, extending the issue beyond digital platforms into commercial misuse.
Damages and legal provisions invoked
Gambhir has sought damages worth ₹2.5 crore, invoking provisions under the Copyright Act, Trade Marks Act and the Commercial Courts Act.
"This is about law, dignity and protection in the age of artificial intelligence," Gambhir said, underlining the broader implications of the case in an era where AI-generated content is increasingly blurring the lines between real and fabricated.
Beyond the individual complaint, the case reflects a growing challenge faced by public figures worldwide - the rapid spread of deepfake content and the lack of clear safeguards against it.
As the legal proceedings unfold, the outcome could set an important precedent for how identity rights are protected in India's evolving digital landscape.
