Abhishek Bachchan Vs The Bollywood Tee Shop

Case Title: Abhishek Bachchan Vs The Bollywood Tee Shop & Ors.

Order Date: 10 September 2025

Case Number: CS(COMM) 960/2025

Court: High Court of Delhi at New Delhi

Judge: Hon’ble Mr. Justice Tejas Karia

Abhishek Bachchan, a well-known actor, producer, and entrepreneur, claimed that his personality rights—his name, image, likeness, signature, voice, and other aspects of his identity—were being misused without permission. Several online sellers and platforms were offering merchandise such as T-shirts, mugs, posters, wallpapers, and stickers using his photographs and name. 

In addition, multiple YouTube channels created AI-generated content using his image and likeness, including inappropriate and explicit videos. Bachchan argued that such misuse damaged his reputation, caused confusion in the public mind, and amounted to infringement of his personality rights and passing off.

The central dispute was whether the defendants could commercially exploit Abhishek Bachchan’s persona without his consent. This included selling merchandise, running e-commerce listings, and generating AI-based or deepfake content using his name and image. The plaintiff argued that such unauthorized exploitation not only violated his rights but also caused irreparable harm to his goodwill and reputation.

The Court noted that personality rights are legally recognized and linked with an individual’s dignity, livelihood, and privacy. Unauthorized commercial exploitation of a celebrity’s persona directly impacts their economic interests and reputation. The Court referred to precedents such as Anil Kapoor v. Simply Life India (2023), Amitabh Bachchan v. Rajat Nagi (2022), Jaikishan Saraf v. Peppy Store (2024), and Aishwarya Rai Bachchan v. Aishwaryaworld.com (2025), which affirmed protection of personality rights against misuse, particularly in the age of technology and artificial intelligence.

The Court emphasized that while free speech allows information, satire, parody, and fair criticism, it does not extend to unauthorized commercial gain or creation of explicit/derogatory AI content that tarnishes an individual’s reputation. Misuse of Bachchan’s persona risked misleading the public into believing endorsement or association, thereby diluting his goodwill and breaching his contractual obligations with brands.

It was held that the plaintiff established a strong prima facie case, the balance of convenience lay in his favour, and denial of relief would cause irreparable harm not only financially but also to his dignity.

The Court granted an ex-parte ad-interim injunction. Defendants 1–14 and unknown “John Doe” parties were restrained from using Bachchan’s name, voice, image, likeness, or any other attribute of his persona without authorization, including through AI, deepfakes, and morphing. 

Specific directions were given to take down infringing URLs, disable listings of merchandise, and remove explicit or misleading AI content from YouTube and e-commerce platforms. Google (YouTube) and government authorities (MeitY and DoT) were also directed to assist in compliance. 

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Written By: Advocate Ajay Amitabh Suman, IP Adjutor [Patent and Trademark Attorney], High Court of Delhi