Indian actor Jackie Shroff has taken legal action against various entities for unlawfully exploiting his name and distinctive characteristics for commercial purposes. Represented by his counsel, Shroff objected to the unauthorized utilization of his persona and public image for the sale of merchandise and other trademark products along with creation of ‘demeaning’ memes and GIFs, which also includes deployment of artificial intelligence (AI). Furthermore, he has also accused them of infringement of his trademark rights which involves the use of the Marathi slang ‘Bhidu’.

Jackie Shroff moves court over infringement of his personality traits; seeks trademark rights on the word ‘Bhidu’

Jackie Shroff moves court over infringement of his personality traits; seeks trademark rights on the word ‘Bhidu’

In response to Shroff’s plea, Justice Sanjeev Narula of the Delhi High Court has reportedly summoned the concerned entities and has scheduled the matter on Wednesday. Shroff’s legal representative argued has accused these individuals of engaging in misleading practices where consumers are deceived into believing that the products are endorsed by this popular actor, who boasts a prolific career spanning over 200 films. “Jackie Shroff is so well known. People will think it is endorsed by him. He has a certain marketability to his name. It can’t be done without his consent,” the counsel said in a statement, as reported by NDTV India.

It was highlighted to the court that various unauthorized merchandise items, such as mugs, signed posters, and bags, were being sold online, infringing upon Shroff’s rights. Moreover, the lawyer also highlighted the presence of memes and morphed images, which were circulated without consent, requesting the court to take action against the distribution of derogatory and objectionable content. The counsel went on to add, “All are using his name, images and earning huge money. This is all defamatory stuff. There are distasteful dirty words in voice over. There is nothing legitimate about any of this,”.

It is also being reported that some defendants have ceased their unauthorized use of Shroff’s personality traits following the legal action. Jackie Shroff, who has also featured in several other language films, has not yet spoken about the matter.

Also Read: Photos: Jackie Shroff and Karishma Tanna snapped at All Saints in Khar


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