The interim orders issued by the Hyderabad City Civil Court recently, restraining individuals and organizations from using veteran actor Konidela Chiranjeevi’s name, photographs, likeness, or voice for commercial purposes without his consent, have triggered an intense debate in media circles.
The court ruled in favour of the Padma Vibhushan awardee, recognizing that unauthorized digital or AI-based reproductions of his image and voice could cause “irreparable loss to his reputation and dignity.”
The injunction prohibits not only the named respondents but also “any person or entity” from misusing Chiranjeevi’s personal identifiers; including his popular titles ‘Mega Star,’ ‘Chiru,’ and ‘Annayya’; on any platform for profit.
The order extends to television channels, digital media platforms, and online creators using AI-generated or morphed visuals.
Chiranjeevi later met Hyderabad Police Commissioner V C Sajjanar and sought strict enforcement of the judgment. Both reportedly discussed the need for stronger legal measures to curb misuse of celebrity identities on digital and AI platforms.
Commissioner Sajjanar praised the actor’s initiative, stating that it highlights the growing importance of personality and publicity rights in India’s entertainment industry.
While the court order is seen as a strong step toward protecting celebrity rights, it has also sparked conversations on the practicality of patenting or monopolizing generic terms like “Chiranjeevi,” “Annayya,” or “Mega Star.”
An analyst argued that such terms are part of the cultural and linguistic fabric of Telugu society and cannot be legally reserved.
“How can such words be reserved only for Chiranjeevi, unless they are deliberately used to insult him? What if another actor is also called ‘megastar’? How is that wrong?” he asked.
He pointed out that popular Tamil actor Rajinikanth is called “Superstar,” and Mahesh Babu is also referred to with the same title in Tollywood.
“How can a title be reserved only for one actor? Is that legally acceptable?” he questioned.
Critics have also raised concerns about whether AI-generated memes, jokes, or cultural references would now face censorship under the guise of protecting image rights.
Some users even drew humorous comparisons to comedian Brahmanandam, whose GIFs and memes are widely shared online, noting that artistic admiration should not be confused with legal ownership.