Jackie Shroff moves Delhi High Court against unauthorised use of his name, personality traits

You can't use the term 'Bhidu' without Bhidu's permission. Bollywood actor Jackie Shroff approached the Delhi High Court on Tuesday to appeal against the unlicensed use of his name and personality attributes by several entities for profit.

Counsel appearing for the actor objected to the “misuse” of his personality and publicity rights through the sale of merchandise, ringtones, and wallpapers as well as “insulting” memes and GIFs and the use of artificial intelligence.

He also alleged infringement of his trademark rights on Marathi slang “bhidu“.

Justice Sanjeev Narula issued summons to the entities named in the lawsuit and listed the matter for further consideration on Wednesday.

Jackie Shroff’s lawyer said individuals cannot be allowed to mislead consumers into buying products thinking they are endorsed by the actor. The actor has had a career spanning over four decades and has worked in over 200 films.

“Jackie Shroff is so well known. People will think it is endorsed by him. He has a certain marketability to his name. It can’t be done without his consent,” the counsel said.

The court was told that merchandise like mugs, signed posters, and bags was being sold on the internet in violation of Shroff’s rights. The lawyer for the plaintiff also said certain derogatory and objectionable content was also available as memes, morphed images, etc.

“All are using his name, and images and earning huge money. This is all defamatory stuff…there are distasteful dirty words in voice-over. There is nothing legitimate about any of this,” added the counsel.

In support of his case, Jackie Shroff’s counsel relied on orders passed by the high court in similar lawsuits by actors Amitabh Bachchan and Anil Kapoor.

(With inputs from agencies)