The Bombay High Court has granted interim protection to iconic playback singer Asha Bhosle by restraining AI platforms, online marketplaces, and sellers from unauthorized cloning or exploitation of her voice, image, likeness, and other personality attributes. The court held that prima facie, using a celebrity’s name, voice, photograph, caricature, or likeness without consent amounts to a violation of their publicity and personality rights. It recognized that making AI tools available that convert any voice into that of a celebrity without permission facilitated unauthorized appropriation and manipulation of a public persona, which the court viewed as a violation of individual identity.
Asha Bhosle had petitioned against several defendants, including a company called Mayk Inc, alleged to be offering cloned versions of her voice; Amazon Seller Services and Flipkart, for allegedly displaying and selling posters and merchandise using her likeness without authorization; an independent artist selling apparel bearing her image; and Google, as the operator of YouTube, where AI-generated videos imitating her voice had reportedly been uploaded. In her petition she contended that these misuses undermined her reputation and goodwill, accumulated over an extensive career in music, and sought relief against unauthorized commercial exploitation of her persona.
In granting ad-interim relief, the court observed that the balance of convenience tilts in her favor. It directed the defendants to cease using, exploiting, or misappropriating her name, voice, vocal style, technique, manner of singing, photograph, image, likeness, signature, persona, or any other attribute of her personality for any commercial or personal benefit without her written consent. This prohibition extends to use through AI voice models, generative AI, machine learning, face morphing or similar technology.
The court ordered the removal of infringing materials identified in the petition, including cloned voices, merchandise, and digital content, and required that such materials, whether in physical or digital form, be handed over for destruction. Amazon and Flipkart were specifically instructed to delist infringing listings within a week and to ensure similar unauthorized listings are removed upon being notified. Google (through YouTube) was ordered to take down specific infringing URLs cited in the petition and to remove additional AI-generated content mimicking her voice, when reported. The defendants were also mandated to supply Bhosle with basic subscriber or seller information—such as names, contact details, IP logs, and payment information—linked to infringing activity so she may pursue further legal action.
In support of its decision, the court referred to precedents including a Bombay High Court ruling in a case involving Arijit Singh and a Delhi High Court ruling concerning Aishwarya Rai, both of which had recognized unauthorized AI-driven appropriation of celebrity attributes as a violation of personality rights. The court further noted that the absence of appearance by certain defendants despite service of notice further bolstered Bhosle’s claim. The matter is scheduled for further hearing.
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