Telugu star Allu Arjun has moved the Delhi High Court to seek protection of his personality rights. Reportedly, the Tollywood actor has filed a suit before the court seeking relief against the use of his personality traits,
including his name, images and voice, without his authorisation and consent.
The suit has also been filed against the commercial use of his personality rights in merchandise for commercial gain without his consent. The matter will be heard later on Friday by Justice Tushar Rao Gedela.
In recent times, several celebrities have moved to court to protect their personality rights. Most recently, Kartik Aaryan also got relief after the Bombay High Court passed an order to take down content violating his personality rights.
What Are Personality Rights?
Personality rights refer to an individual’s legal entitlement to control the commercial and public use of their identity. They safeguard attributes that are uniquely linked to a person, such as their name, image, likeness, voice, signature, or even trademark catchphrases, from being exploited without consent.
These rights are often broken into two branches – the Right of publicity and the Right to privacy. The former protects against unauthorised commercial exploitation, such as using a celebrity’s face in advertisements. On the other hand, the right to privacy guards against intrusion into personal dignity, covering misuse through deepfakes, morphed images, fabricated endorsements, or intimate doctored content.
Allu Arjun’s Next Movie: Raaka
Allu Arjun will soon be seen in Raaka, which will also star Deepika Padukone and Rashmika Mandanna in the lead. Reports suggest that Mrunal Thakur and Janhvi Kapoor will also be seen playing pivotal characters in the project. The film is reportedly being mounted on a massive budget of over Rs 700 crore and is being produced by Sun Pictures. The team is expected to begin its next shooting schedule at a studio in Mumbai soon, with production likely to continue through the year. If all goes as planned, the shooting of this ambitious project may wrap up by the end of 2026.
