Jackie Shroff to Amitabh Bachchan: Why Bollywood celebs are protecting their personality rights?

Bollywood star Jackie Shroff recently moved to Delhi High Court seeking protection of his personality and publicity rights. The case was filed against various entities using his name, photographs, voice, and word ‘Bhidu’ as well as creating ‘insulting’ memes and GIFs and also the use of artificial intelligence without his consent. This is not the first time that a Bollywood actor has sought help from the court for privacy and publicity rights. Before Jackie, several other Bollywood stars have protected their personality rights legally. So, why do these stars are protecting their personality rights suddenly?

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