In a significant legal development that touches upon the evolving landscape of intellectual property and digital expression, the Delhi High Court has begun hearing a plea filed by Yoga Guru and Patanjali Ayurved founder, Baba Ramdev. The spiritual leader has approached the court seeking the protection of his "personality rights" against unauthorized use by various social media entities and "John Doe" (unknown) defendants.

The case, titled Swami Ramdev v. John Doe & Ors, highlights a growing trend among public figures in India who are increasingly turning to the judiciary to safeguard their name, voice, and likeness from commercial exploitation and digital manipulation.

Appearing for Baba Ramdev, Senior Advocate Rajiv Nayar argued that his client’s attributes—including his name, title, image, voice, and unique style of discourse—are being used without authorization for commercial gain. A major concern raised in the petition is the rise of content generated through Artificial Intelligence (AI) and deepfakes. The plea seeks to restrain defendants from exploiting these attributes across all digital formats.

However, the legal battle met with immediate resistance from X Corp (formerly Twitter). Representing the social media giant, counsel argued that a "blanket take-down" could infringe upon fundamental rights. The tech major contended that political commentary, satire, fair comment, and public speech are protected forms of expression and should not be summarily removed under the guise of protecting personality rights.

Presiding over the matter, Justice Jyoti Singh took a balanced approach. Instead of passing an immediate injunction, the Court has directed both sides—Baba Ramdev’s legal team and the social media intermediaries—to file a detailed list or note specifying the exact content in question. This will allow the court to distinguish between genuinely infringing material (like commercial exploitation or deepfakes) and protected speech (like satire or news commentary).

In India, "Personality Rights" are not explicitly defined under a single statute like the Copyright Act or the Trademarks Act. Instead, they are a bundle of rights recognized through judicial precedents. These rights generally consist of:

Right to Publicity: The right to control the commercial use of one's identity.
Right to Privacy: The right to be left alone and protect one’s likeness from being used in a way that causes mental distress.

In recent years, the Delhi High Court has become a frequent forum for such cases. Notable figures who have successfully secured protection for their personality rights include:

Legendary Actors: Amitabh Bachchan, Anil Kapoor, and Rajinikanth.
Sports Icons: Sunil Gavaskar.
Public Figures: Journalist Sudhir Chaudhary and podcaster Raj Shamani.

The stand taken by X Corp brings a crucial constitutional element into the mix. Article 19(1)(a) of the Indian Constitution guarantees the freedom of speech and expression. In the digital age, satire and parody are recognized as vital tools for public discourse and social critique.

If a public figure is granted absolute control over their "likeness," it could potentially lead to the silencing of mimicry artists, political cartoonists, and social commentators. The challenge for Justice Jyoti Singh will be to draw a line: where does a harmless joke end and "unauthorized commercial exploitation" begin?

The mention of AI-generated content in Baba Ramdev's plea adds a modern layer of complexity. With deepfake technology becoming highly accessible, the risk of a person’s identity being used to spread misinformation or sell products they don’t endorse is at an all-time high. The Court’s eventual ruling will likely set a precedent for how AI content is regulated when it mimics real-life public figures.

The Delhi High Court is expected to examine the specific links and content provided by the parties in the next hearing. The outcome of this case will be instrumental in defining the boundaries of celebrity rights in an era where the internet never forgets and AI can recreate anyone’s persona with the click of a button.