The Delhi High Court granted interim protection to Naga Chaitanya in a personality rights lawsuit, which alleges the “unauthorized exploitation” of his name, image, and identity. According to his legal counsel, numerous digital platforms have mismanaged his celebrity status for traffic. Several websites allegedly used the actor’s name alongside “explicit terms” to attract online viewers. Unauthorized merchandise platforms also listed various products featuring his “distinct likeness” without consent.
The legal action also raised major concerns over the misuse of artificial intelligence. Unregulated entities created manipulated audio-visual content and deepfake material using his identity. Defamatory online videos targeting his personal life have also emerged widely. Considering that he is a celebrity, those narratives went viral. The court, after studying the matter, issued summons to the defendants. Proactive blocking of recurring infringing links has been ordered. Commercial exploitation will also be curbed eventually.
Tollywood stars queue up for protection
Naga Chaitanya, last seen in Thandel and who has since been busy shooting for his next, joins the list of several prominent Tollywood colleagues of his to have approached the Delhi High Court for similar protection. Allu Arjun recently secured an interim order restraining digital platforms from using his voice and likeness. Akkineni Nagarjuna also won a significant personality rights shield. Jr NTR, too, has secured protection. Film personalities need to guard themselves against deepfakes and online commercial piracy.
Vrushakarma to be a benchmark film
Naga Chaitanya is focusing on his upcoming film Vrushakarma, a mystical adventure thriller directed by Karthik Varma Dandu. The movie requires extensive post-production work due to complex visual effects. Meenakshi Chaudhary and Sparsh Shrivastava are playing crucial roles in this December release. “This is such a larger-than-life film. When I read the script, I had so many questions about the execution. The final 30 minutes will set a benchmark for Indian cinema,” Chay recently said.
Also Read: BTS Stills: Naga Chaitanya and Meenakshi Chaudhary From The Sets of Vrushakarma
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