A surge in AI-generated deepfakes and endorsements has prompted Indian celebrities to seek stronger legal protection for their personality rights. Courts are increasingly recognizing these rights, despite the absence of a dedicated statute in India.

A wave of AI-generated deepfakes and fake endorsements has pushed Indian celebrities, from cricket stars to Bollywood actors, towards the courts seeking stronger protection for their name, image, voice and likeness. Lawyers say the litigation has exposed a widening gap in Indian law, with courts increasingly recognising personality rights even though the country lacks a dedicated statute to enforce them. The campaign gained momentum last December, when Indian cricket legend Sunil Gavaskar...