Delhi High Court stops unauthorized commercial exploitation of NTR Junior's personality, publicity rights

The Delhi High Court passed a significant order recently involving Nandamuri Taraka Rama Rao Jr., globally known as NTR Jr and granted a John Doe order/ex parte ad interim injunction, effectively restraining all unauthorised commercial exploitation of Mr Jr. NTR's personality and publicity rights.

On 22 December 2025, Hon'ble Justice Manmeet Pritam Sing  issued comprehensive restraining orders against online stores and third-party merchandise sellers. The injunction specifically prohibits the unauthorised use of Mr Jr. NTR's name, image, likeness, style, and associated identities such as "NTR," "Jr. NTR," and "Man of Masses" for commercial gain through merchandise sales and digital exploitation. As part of the injunction order, entities have been directed to take down infringing URLs and merchandise listings within 72 hours of receipt of the order.

Senior Advocate J. Sai Deepak, the arguing counsel, articulated the plaintiff's case regarding the proprietary nature of personality rights in the contemporary digital commerce landscape.

High Court, relying on seminal precedents including D.M. Entertainment Vs. Baby Gift House, Anil Kapoor Vs. Simply Life India & Ors., and Jaikishan Kaku Bhai Sarf Alias Jackie Shroff Vs. The Peppy Store & Ors. recognised that an individual's name, image, and likeness acquired through decades of professional achievement constitute protectable elements against unauthorised commercial use. The Court also acknowledged his status as a huge celebrity, noted his millions of followers across social media platforms and numerous prestigious awards, including multiple Filmfare Awards South.

NTR Jr, had moved the Delhi High Court seeking protection of his personality rights, alleging unauthorised commercial use of his name, photographs and persona on social media and e-commerce platforms.

After hearing the submissions on December 8, 2025, the Court had directed social media intermediaries and online marketplaces to treat the suit as a formal complaint under the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, and to take appropriate action within three days.

It has further clarified that further directions would follow after examining replies and compliance reports, and listed the matter for further hearing on December 22.

Recently, while granting interim relief to actor Ajay Devgn, the Delhi High Court observed that individuals seeking removal of defamatory or unauthorised content should first approach social media intermediaries under the 2021 IT Rules before seeking injunctions from the Court. The Bench noted that most platforms do not resist taking down content that is defamatory, misleading or violative of personality rights.

The instant plea adds to a wave of similar petitions filed by public personalities to restrain unauthorised online monetisation of their likeness, voice and image.

In recent months, actors Hrithik Roshan, Nagarjuna, and Aishwarya Rai Bachchan, as well as Sri Sri Ravi Shankar, Sudhir Chaudhary, Abhishek Bachchan and Karan Johar, have approached the Delhi High Court over misuse of their personality rights.

The RRR actor has filed a personality rights case, and was represented by Law Offices of India, led by Senior Partner Dr Alka Dahar and Partner Dr S. Balajanaki, Mr K. Rajender Prasad, along with the litigation team comprising Adv. Shiv Verma, Adv. Varun Sharma, Adv. Khushi Jain, and Adv. Pankhudi Tripathi.

Case Title: Nandamuri Taraka Rama Rao v. Ashok Kumar/John Doe and Ors

Bench: Justice Manmeet Pritam Singh Arora

Hearing Date: December 22, 2025