Representing Shroff, his counsel objected to the exploitation of his personality and publicity rights through the sale of merchandise, ringtones, wallpapers, and the creation of “insulting” memes and GIFs, including those generated by artificial intelligence.
The actor also claimed infringement of his trademark rights concerning the Marathi slang “bhidu.”
Justice Sanjeev Narula issued summons to the involved entities and scheduled the case for further consideration on Wednesday.
Shroff’s lawyer argued that individuals should not be allowed to deceive consumers into purchasing products under the false impression that they are endorsed by the actor, who has appeared in over 200 films.
“Jackie Shroff is highly recognizable. People will assume his endorsement. His name carries significant marketability, and such uses require his consent,” stated the counsel.
The court was informed that items like mugs, signed posters, and bags were being sold online, infringing upon Shroff’s rights.
The plaintiff’s lawyer also highlighted the presence of derogatory and objectionable content, including memes and morphed images, being circulated.
“All these entities are using his name and image to generate substantial profits. This is defamatory, featuring distasteful language in voiceovers. None of this is legitimate,” the counsel added.
The lawyer noted that some defendants had ceased their unauthorized use of Shroff’s personality traits.
In support of his case, Shroff’s counsel referenced prior high court rulings in similar lawsuits filed by actors Amitabh Bachchan and Anil Kapoor.
(With PTI inputs)
