Vijay Deverakonda moves Delhi High Court to protect his personality rights

Vijay Deverakonda has gone to the Delhi High Court to protect his personality and publicity rights. He says his name, image and persona are being used without his consent through fake endorsements and impersonation.

Justice Vikas Mahajan heard the plea briefly and issued notice on the actor's application for an interim injunction. The court also issued summons in the suit and said it would pass an order on the interim request. Reports say the next hearing is listed for February 2027.

Arguing for Vijay, Senior Advocate Swathi Sukumar told the court that several people had been posing as his agents. She pointed to merchandise carrying his pictures and showed the bench posts that she said broke his rights. Some of the offending links were taken down after the suit was filed and served, she added.

The suit goes beyond endorsements. It flags AI-generated content and doctored photographs of the actor, and asks for obscene and abusive material linked to his persona to be removed. Vijay also states in the suit that several apps have exploited his identity without permission.

The legal move lands just before Ranabaali, his next film, which releases on October 16. At the film's trailer launch, he spoke about organised negativity online. Some groups run around 50 accounts that push the same reel at once, he said, and someone is clearly paying for it. He warned that whoever pays people for this today will get AI to do the same job tomorrow.

"I will not change. They have to change," Vijay said.