The Madras High Court has issued an interim order protecting the personality rights of the legendary composer Ilaiyaraaja, finding that there is a strong prima facie case of unauthorised commercial exploitation of his name, likeness, voice, and other personal attributes. Justice N. Senthilkumar restrained the respondents from using Ilaiyaraaja’s identity—including his photographs, animated or comical images, voice, or any attribute associated with him—for commercial benefit without his permission.
Senior Advocate S. Prabakaran, representing Ilaiyaraaja, argued that various online platforms, YouTube channels, and social media pages have been exploiting Ilaiyaraaja’s persona to generate content and revenue, often through memes, AI-generated visuals, deepfake-style videos, and other manipulated representations. In many instances, the posts misleadingly suggest that Ilaiyaraaja has endorsed them or is associated with those channels—something he has never authorised.
In support of his argument, Ilaiyaraaja’s team submitted screenshots showing his image used in altered or fabricated contexts; in some cases, his composer's name appears alongside visuals that appear entirely detached from any genuine content. These representations, his counsel submitted, pose a serious threat not only to his image and reputation but also to his commercial interests.
The Court agreed that the misuse raised serious concerns. It recognized that while Ilaiyaraaja does not object to the public enjoying his music, he has a legitimate right to control the use of his identity in commercial or promotional content. The court observed that personality rights are not limited to mere name and face: they extend to various identifiable traits associated with a public figure, including voice, animated or exaggerated likeness, and other representations.
Notably, the Court pointed to legal precedents that emphasise protection against the unauthorised appropriation of one’s identity. It referred to prior judgments that validate individuals’ rights to prevent others from capitalising on their persona without consent, particularly in commercial settings. In doing so, the Court underscored that allowing unrestricted use of AI-based representations or caricatures could dilute the value and integrity of a public figure’s identity.
In light of these considerations, the High Court issued orders restraining the respondents from using any of Ilaiyaraaja’s identity traits without prior authorisation. It also directed them to file their counter-affidavit by a set date, paving the way for a fuller hearing on the merits of the case.
By granting this interim protection, the Court has upheld the principle that public personalities have a right to control how their image and identity are commercially represented—especially in the digital era, where technology enables deepfake content, animated avatars, and repurposed media. The ruling sends a clear message: commercial exploitation of personality without approval may constitute a serious violation of one’s legal and moral rights, and courts will step in to protect those rights.
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