From Jr NTR to Chiranjeevi superstars who secured a legal shield to protect âpersonality rightsâ

In a social media era where Artificial Intelligence (AI) can clone a voice or recreate a face with uncanny precision, a celebrity’s most valuable asset is under constant threat. No public figure can afford to compromise on their identity. At a time when non-consensual content is being generated by anonymous trolls and amateur creators using generative AI and deepfake technology, celebrities increasingly need legal shields to protect their digital sovereignty. Several major Tollywood stars have now secured court-backed orders to safeguard their personality and publicity rights.