Court Protects Actor Nandamuri Taraka Rama Rao's Persona from Commercial Exploitation by E-commerce Platforms
In a landmark decision, the Delhi High Court has reinforced the protection of celebrity personality rights by granting an injunction to famed actor Nandamuri Taraka Rama Rao, popularly known as Jr. NTR, against unauthorized commercial use of his name, image, and likeness. The judgment, delivered by Justice Manmeet Pritam Singh Arora on December 22, 2025, underscores the legal safeguards available to celebrities under the Indian Constitution and other statutory provisions.
The court's decision comes in response to a lawsuit filed by Jr. NTR against various defendants, including e-commerce platforms and merchandise sellers, who were found to be exploiting his persona without permission. The actor, a cultural icon in Telugu cinema, cited misuse of his widely recognized attributes such as his name and image, which he argued are integral to his personal and commercial identity.
Justice Arora emphasized that personality rights, protected under Articles 19 and 21 of the Constitution of India, the Copyright Act, 1957, and the Trade Marks Act, 1999, are essential for celebrities to maintain control over their commercial value. The court granted an ex-parte ad-interim injunction, restraining the defendants from using Jr. NTR's persona to sell merchandise for commercial gain without his authorization.
Furthermore, the judgment directed e-commerce platforms to take down infringing links and comply with court orders within a stipulated time. This directive was extended to platforms like Amazon, which had previously taken inconsistent positions in similar cases, highlighting the court's insistence on a uniform approach to such infringements.
The ruling not only protects the economic interests and reputation of Jr. NTR but also sets a precedent for other celebrities facing similar unauthorized commercial exploitation. The court's decision reflects a growing recognition of the need to balance technological advancements with the protection of individual rights.
The case will be revisited on May 19, 2026, to ensure compliance and address any further issues. This judgment serves as a crucial reminder of the legal recourse available to celebrities in safeguarding their identity and the commercial exploitation of their persona.
Bottom Line:
Personality rights of celebrities are protectable, and unauthorized commercial exploitation of a celebrity's persona, including name, image, and likeness, through merchandise or digital content, constitutes infringement and is subject to injunction.
Statutory provision(s): Articles 19 and 21 of the Constitution of India, Copyright Act, 1957, Trade Marks Act, 1999, Commercial Courts Act, 2015, Code of Civil Procedure, 1908
Nandamuri Taraka Rama Rao v. Ashok Kumar/John Doe, (Delhi) : Law Finder Doc Id # 2830173
