Bollywood stars and cricketers are confronting a wave of AI-powered identity theft that threatens their commercial brands and personal reputations. Aishwarya Rai Bachchan filed suit in Delhi high court in September last year, targeting over 10 defendants for unauthorized merchandise and deepfake videos. The court issued immediate injunctions ordering takedowns, recognizing both commercial harm and privacy violations.

Legal advocates like Anand and Anand pursue identity theft claims rather than copyright violations, arguing this framework better protects celebrities from commercial impersonation. Since 2022, more than 20 personality rights cases have reached Delhi courts, including filings from Amitabh Bachchan and cricketers Sunil Gavaskar and Gautam Gambhir. The firm secured protection for Anil Kapoor's catchphrase "jhakaas" when used commercially.

India's February IT Act amendments now require social media platforms to remove violating content within three hours, down from 36 hours previously. While these measures protect victims, critics including the Internet Freedom Foundation warn that expedited takedowns and ex parte injunctions may chill legitimate speech. The tension reflects broader questions about balancing celebrity protection with free expression rights in the digital age.

Despite imperfect enforcement, India's evolving legal approach addresses fake content proliferation without dedicated regulatory frameworks like the EU's. However, the rapid response requirements strain platforms' ability to properly assess claims before removal, creating operational challenges for Meta and other social media companies.