Amid growing concerns about the misuse of celebrities’ digital identities, Kartik Aarya has filed an intellectual property (IP) suit in the Bombay High Court alleging unauthorized commercial use of his identity on online platforms.According to India Today, the petition names several Indian and international e-commerce and social media platforms, along with unidentified individuals, for allegedly exploiting his name, image and likeness without permission.According to the filing, the actor’s identity is being used on merchandise, advertisements and other digital content, in violation of his rights of publicity and privacy. Kartik has sought a permanent injunction to prevent the accused from using his photos, videos, voice or any personal characteristics for commercial purposes, including content generated by AI tools and deepfakes.He also requested that these contents be removed and that the authorities direct the platforms to reveal the identity of those responsible. The matter is scheduled to be heard on April 9, with senior counsel Birendra Saraf expected to seek urgent relief.
On the work front, Kartik was last seen in Tu Meri Main Tera Main Tera Tu Meri directed by Sameer Vidwans alongside Ananya Panday, Jackie Shroff and Neena Gupta.He will next be seen in Naagzilla, directed by Mrighdeep Singh Lamba, where he is said to be playing an ichadhari naag. It is backed by the film Karan JoharMahaveer Jain, Adar Poonawalla, Apoorva Mehta, Mrighdeep Singh Lamba and Sujit Jain. The actress will also be seen alongside Sreeleela in Anurag Basu’s next film, which is expected to release later this year.
