Actor Vijay Deverakonda has moved the Delhi High Court on Thursday seeking protection of his personality rights.

Justice Vikas Mahajan heard the matter briefly and said that he will pass an order on the actor's plea seeking interim injunction.

Senior Advocate Swathi Sukumar appearing for the actor submitted that Devarakonda was aggrieved by fake endorsements and impersonation wherein various individuals were pretending to be his agents.

She also sought takedown of content relating to commercial exploitation done by sale of merchandise using the actor's images and other personality traits.

Sukumar also referred to various AI generated content and digital manipulation of his pictures. She further sought takedown of obscene and offensive content using foul language.

Sukumar also informed Court that after the suit was filed and server, some of the offending URLs have been taken down.

The Court issued summons in the suit and also issued notice on the interim injunction application. “I will pass an order,” the Court said.

It may be noted that the Court has been protecting the personality rights of actress Tabu, cricketers Abhishek Sharma and Yuvraj Singh, political figures like Congress leader Shashi Tharoor and Deputy Chief Minister of Andhra Pradesh Pawan Kalyan.

It has also protected rights of entrepreneur Aman Gupta, Telugu actor Allu Arjun, Malayalam actor Mohanlal, spiritual preacher Aniruddhacharya, singer Jubin Nautiyal, former cricketer Sunil Gavaskar, and actors Kajol Devgan, R Madhavan and NTR Junior. Similar suit has been filed by actor Salman Khan.

The coordinate benches have also passed orders protecting the personality rights of “The Art of Living” foundation founder Sri Sri Ravi Shankar, Telugu actor Nagarjuna, Bollywood actors Aishwarya Rai Bachchan, Abhishek Bachchan and film producer Karan Johar.

Notably, the Court also protected the personality rights of journalist Sudhir Chaudhary, who had sought relief regarding the circulation of allegedly misleading and AI-generated videos against him on social media.

The Court also passed a john doe order protecting the personality rights of podcaster Raj Shamani, observing that he is a known face in India, especially in the field of content creation.