Cinema VinesActress Shruti Haasan has filed a commercial suit in the Bombay High Court, demanding protection for her personality and publicity rights after a wave of AI‑generated content, deepfakes, fake endorsements and unauthorised merchandise were found to use her image without permission. The filing names a range of Indian and international companies, social media platforms and unnamed individuals—referred to as John Doe defendants—who are alleged to have facilitated or hosted the infringing material.
Justice Abhay Ahuja granted Haasan leave under Clause XII of the Letters Patent, allowing the case to proceed despite part of the alleged infringement falling outside the court’s territorial jurisdiction. The order permits the matter to be heard before Justice Madhav Jamdar for interim relief. Haasan’s petition specifically highlights AI‑deepfakes that depict her in romantic relationships with other actors, as well as sexually explicit videos and images created by morphing her face onto other bodies. She argues that such content violates her personality, publicity and moral rights.
Among the defendants named are Mahalaxmi Arts and Craft Works, accused of selling posters featuring Haasan’s name and likeness on Flipkart without consent. The suit also lists several celebrity booking and endorsement platforms, fashion and jewellery businesses, and major social media companies—including Google‑owned YouTube, Meta’s Facebook and Instagram, X Corp and Pinterest—claiming that they host or facilitate the infringing content. Haasan seeks removal of the material, permanent injunctions, and a John Doe order to compel the unnamed parties to comply.
Haasan’s complaint emphasizes that her name has gained significant commercial value across Hindi, Tamil, Telugu and English cinema, music, and brand endorsements. She maintains that any unauthorised commercial use of her identity amounts to infringement. The court is expected to address the interim relief request and the broader injunctions in the coming weeks, as Haasan seeks to safeguard her rights against the growing threat of AI‑driven deepfakes and fake endorsements.
