Key developments: Recent judgments in the Delhi and Bombay High Courts have begun to treat a celebrity’s voice, vocal style, image, likeness and overall persona as protectable personality‑right attributes. In 2024‑25 the Bombay High Court enjoined AI platforms such as Mayk Inc. and Covers AI for cloning the voices of singers Arijit Singh and Asha Bhosle, recognizing that unauthorised AI‑generated imitation infringes publicity rights. The Arijit Singh v Codible Ventures LLP decision explicitly listed voice and vocal style among the protected elements, while Anil Kapoor v Simply Life India and Jackie Shroff v The Peppy Store broadened the scope to AI‑generated images, deep‑fake videos and chatbots that impersonate individuals.
Why it matters: These rulings signal a judicial shift in India toward treating AI‑generated replicas of personal attributes as violations of personality rights, even though no specific statute currently defines such rights. By granting interim injunctions that halt the creation and distribution of deepfakes, the courts are providing immediate relief against reputational and commercial harm, creating a de‑facto protection framework that developers and platforms must now navigate.
What to watch next: The courts have yet to issue a definitive, final judgment on the substantive merits of AI‑based personality‑right claims, leaving open questions about the celebrity threshold, the applicability to non‑celebrity individuals, and post‑mortem rights. Future litigation is likely to test the durability of these interim orders and may prompt legislative action to codify personality rights for AI‑generated content. Watching upcoming cases in the Bombay and Delhi High Courts will reveal whether India moves toward a comprehensive statutory regime or continues to rely on piecemeal judicial interventions. [[1, 2]]