Delhi HC to protect Aman Gupta's personality rights in AI misuse case
Synopsis
Aman Gupta's Delhi HC suit isn't just a celebrity grievance — it is a legal stress-test for how India handles AI-driven identity theft at scale. From deepfake chatbots to pornographic clickbait, the breadth of alleged misuse signals a systemic gap in platform accountability that courts, not just celebrities, will now have to address.
Key Takeaways
The Delhi High Court on 7 May 2025 indicated it will pass an interim order protecting Aman Gupta's personality and publicity rights.
Justice Tushar Rao Gedela heard the matter filed before the Commercial Division .
Alleged violations include AI chatbots impersonating Gupta, fake endorsements, unauthorised merchandise, and pornographic clickbait using his identity.
Gupta holds registered trademarks for catchphrases
The Delhi High Court on Thursday, 7 May indicated it will pass an interim order safeguarding the personality and publicity rights of Aman Gupta, entrepreneur, co-founder of electronics brand boAt Lifestyle, and judge on Shark Tank India, in a suit alleging widespread unauthorised commercial exploitation of his identity across digital platforms. The case, filed before the Commercial Division of the Delhi High Court, marks one of the most comprehensive personality rights actions by an Indian business figure to date.
What the Court Said
A single-judge Bench of Justice Tushar Rao Gedela indicated it would pass an interim order after hearing submissions in the matter. Senior Advocate Diya Kapur, instructed by Advocate Nakul Gandhi, appeared on behalf of Gupta and placed before the court a compilation of allegedly infringing content along with copies of previous judicial orders in personality rights cases.
Categories of Alleged Infringement
During the hearing, Kapur outlined several categories of allegedly infringing content. These include fake commercial endorsements, unauthorised event-booking and speaking engagement services listed in Gupta's name, and the sale of unauthorised merchandise — including apparel, posters, and perfumes — bearing his name, likeness, and popular taglines.
The suit also flags AI-generated and manipulated content using Gupta's likeness without consent, AI chatbots impersonating him, fake social media accounts falsely presenting themselves as affiliated with him or boAt, and certain websites allegedly using his name in connection with pornographic clickbait content to attract traffic — causing, according to the plaint, reputational harm and false associations with explicit material.
What the Plaint Contends
According to the plaint, Gupta has acquired substantial goodwill and commercial value in his name, image, likeness, voice, mannerisms, and distinctive catchphrases, including the registered trademarks
Point of View
But because of what the alleged violations reveal about the state of platform accountability in India. AI chatbots, deepfake endorsements, and pornographic clickbait operating under a public figure's identity are no longer fringe incidents — they are a systemic failure of digital intermediary responsibility. The Delhi High Court's growing docket of personality rights cases signals that legislation, not just judicial orders, may be overdue. The real question is whether interim relief will translate into enforceable takedowns, or remain, as in past cases, largely symbolic.
NationPress
8 May 2026
Frequently Asked Questions
What is the Delhi High Court case involving Aman Gupta about?
The case involves a suit filed by Aman Gupta, co-founder of boAt Lifestyle and Shark Tank India judge, alleging widespread unauthorised commercial exploitation of his identity across digital platforms. The Delhi High Court on 7 May 2025 indicated it will pass an interim order protecting his personality and publicity rights.
What types of misuse has Aman Gupta alleged in his suit?
Gupta has alleged fake commercial endorsements, unauthorised event-booking services, sale of merchandise bearing his name and likeness, AI chatbots impersonating him, fake social media accounts, and websites using his identity in connection with pornographic clickbait content.
What trademarks does Aman Gupta hold?
Aman Gupta holds registered trademarks for his catchphrases 'Hum Bhi Bana Lenge' and 'Down, But Not Out!', both of which are cited in the suit as having been exploited without authorisation.
Who appeared for Aman Gupta in the Delhi High Court?
Senior Advocate Diya Kapur, instructed by Advocate Nakul Gandhi, appeared on behalf of Aman Gupta during the hearing before Justice Tushar Rao Gedela.
How does this case fit into the broader legal landscape in India?
This case is part of a growing list of high-profile personality rights disputes before the Delhi High Court involving AI-generated content, deepfakes, and unauthorised commercial exploitation of celebrity identities online. It underscores the increasing legal pressure on digital intermediaries and platforms to act against such misuse.
