Jackie Shroff files a case in Delhi High Court against firms for using word 'Bhidu' without his consent

The term "Bhidu," affectionately linked with Jackie Shroff, means "friend" in Mumbai's slang, embodying Shroff's identity both in movies and real life.

Veteran Bollywood actor Jackie Shroff has recently taken legal action to protect his personality rights, highlighting the often overlooked issue of 'unauthorized' commercial use of a public figure’s attributes. Jackie Shroff filed a case in the Delhi High Court, seeking to restrain various firms and social media channels from using his name, likeness, voice, and notably, his popular nickname 'Bhidu,' without his consent.

'Bhidu,' a term fondly associated with Jackie Shroff, translates to "friend" in Mumbai’s colloquial language and has become synonymous with Shroff's persona, both on-screen and off. This nickname is not just a moniker but a significant part of his identity, endearing him to millions of fans. The unauthorized use of this term, along with his images and voice in memes and advertisements, prompted Shroff to take legal measures to safeguard his personal brand and identity.

The misuse of celebrity attributes isn't new in the digital age, where images and videos can be widely disseminated across various platforms without proper authorization. For celebrities like Shroff, such unauthorized use can lead to a dilution of their personal brand and, in some cases, might be employed in a context that misrepresents or harms their public image.

In his legal battle, Shroff's advocate, Pravin Anand, informed the court about various instances where Shroff’s images and voice were misappropriated, often used in offensive memes or unauthorized advertisements.

The actor's move to approach the judiciary echoes a growing sentiment among public figures who seek to control the commercial use of their identity. This lawsuit is not just about a personal victory but sets a precedent for how personality rights are viewed in the context of intellectual property law in India. By legally challenging the misuse, Shroff aims to highlight the necessity for robust mechanisms that safeguard individuals against unauthorized commercial exploitation.

This case also sheds light on the broader implications for content creators and marketers, stressing the importance of obtaining clearances and respecting the intellectual property rights of individuals.

Moreover, Jackie Shroff's case is not isolated. Other celebrities, like Anil Kapoor, have also successfully fought for their personality rights, indicating a possible trend where more public figures might legally challenge the unauthorized use of their identity. This could potentially lead to more stringent regulations and awareness about the importance of respecting and protecting personality rights in the digital era.