In an age where Artificial Intelligence (AI) is reshaping digital content, the lines between real and fake have started to blur. From creating lifelike deepfakes to mimicking voices and expressions, technology has now stepped into a space where the identities of well-known individuals can be replicated—often without consent. The latest to push back is spiritual leader Sadhguru, who recently approached the Delhi High Court seeking protection of his personality rights amidst rampant misuse of his image and voice online.
In a suit filed before Justice Saurabh Banerjee, it was submitted that rogue websites and digital platforms were selling products and spreading misinformation by morphing Sadhguru’s speeches using AI tools. The concern wasn’t just about defamation—it was about identity, public perception, and the unchecked commodification of persona in the AI age. The court has reserved its interim order, but the matter has reignited a significant legal and ethical debate.
The issue of personality rights is not new, but AI has changed its scale and urgency. Previously, prominent personalities such as Amitabh Bachchan, Jackie Shroff, Arijit Singh, Rajat Sharma, and Mohan Babu have all knocked on the doors of Indian courts citing misuse of their name, voice, or likeness. These cases range from unauthorized advertisements to full-blown deepfake videos designed to mislead audiences and profit from public trust.
Importantly, this concern is not limited to Bollywood or spiritual circles. In a notable case, Dr. Devi Prasad Shetty—renowned cardiac surgeon and founder of Narayana Health—faced unauthorized use of his image and name for misleading product endorsements. As someone deeply respected in the field of medicine, his reputation was being capitalized on without consent. The case set a crucial precedent for protecting personality rights and trademarks in the digital age, especially for individuals who have earned public goodwill through contributions in their respective fields. This sends out a strong message: it is not just movie stars or spiritual leaders whose identities are at risk. Any individual who has gained fame, recognition, or public trust—be it a doctor, professor, athlete, or entrepreneur—can and should take legal steps to safeguard their persona.
Under Indian law, the concept of ‘personality rights’ is not directly codified but is protected under a combination of privacy, publicity, and trademark laws. Most significantly, Article 21 of the Indian Constitution plays a foundational role here.
Article 21 – Protection of Life and Personal Liberty:
“No person shall be deprived of his life or personal liberty except according to procedure established by law.” This article has been judicially interpreted to include the right to privacy and protection of one’s personal identity, which includes voice, image, and likeness.
What Can Be Done?
Public figures and influencers must proactively register their names, signatures, or distinctive elements as trademarks, where possible. While this doesn’t prevent misuse entirely, it provides a stronger legal footing. Regular digital monitoring, issuing takedown notices, and building awareness among followers about verified content is also key. On the legislative front, there’s an urgent need to draft a comprehensive statute on personality rights, factoring in challenges posed by synthetic media and AI. Until then, courts will have to continue interpreting constitutional principles and IP doctrines creatively to offer protection. At the same time, platforms hosting such content—from video-sharing sites to AI tools—must be held to higher standards of algorithmic transparency and content verification. The burden cannot be solely on individuals to chase down every misuse.
In this context, Sadhguru’s case stands out not just as a legal battle for an individual, but as a representative fight for many whose public identities are at risk in the AI era. The demand for a ‘dynamic injunction’—an evolving order that responds in real time to new forms of misuse—reflects the changing nature of digital infringement and the need for equally adaptive legal remedies. The courts are now faced with a task that goes beyond conventional IP law—they are defining the boundaries of human identity in the digital age. Until there’s dedicated legislation around personality rights, such cases will continue to shape the jurisprudence on this emerging front.
Jatin Trivedi, a distinguished third-generation IP lawyer with 27 years of experience, he has expanded its global presence, advising businesses from state-level firms to multinational corporations in maximizing their IP’s economic value and strategic impact. His leadership in national and global organizations, including TiE, FICCI, and WIPO, underscores his influential presence in the industry. With his innovative mindset, global expertise, and passion for adding value, Jatin Trivedi continues to make a profound impact on the legal profession and society.
