Kartik Aaryan, the heartthrob who gave us hits like Bhool Bhulaiyaa 2 and Freddy, is not just making money from movies yaar. His personality rights are probably worth crores, and honestly, most people don’t even know what these rights mean. Matlab, imagine someone using your face to sell products without permission – that’s exactly what personality rights protect against.
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What Are Personality Rights in India?
Personality rights basically mean that celebrities like Kartik Aaryan own their name, image, voice, and even signature gestures. In India, these rights fall under the right to privacy and publicity laws.
The Delhi High Court has been pretty strict about this. In 2018, they ruled in favor of Anil Kapoor when his name and image were used without permission. Similarly, if someone tries to use Kartik’s famous hair flip from Sonu Ke Titu Ki Sweety without permission, they could be in legal trouble.
- Right to control commercial use of name and image
- Protection against unauthorized merchandise
- Control over deepfakes and AI-generated content
- Rights over signature catchphrases and mannerisms
Kartik Aaryan’s Brand Value and Protection
Kartik charges around ₹8-10 crores per brand endorsement in 2026, according to industry sources. He’s associated with brands like Manyavar and others, and his personality rights ensure no duplicate can cash in on his popularity.
Remember when his monologue style from Pyaar Ka Punchnama became viral? Those signature long dialogues are part of his personality rights. If any brand wants to recreate that style for ads, they need his permission and have to pay accordingly.
His social media presence with over 15 million Instagram followers also adds to his personality value. Even memes using his expressions need to be careful about commercial usage.
Legal Framework for Celebrity Rights in India
India doesn’t have a specific personality rights law yet, but courts have been using Article 21 (right to privacy) and trademark laws to protect celebrities. The Information Technology Act 2000 also helps in cases of digital misuse.
In Mumbai and Delhi courts, celebrities regularly file cases against unauthorized use. The typical compensation ranges from ₹10 lakhs to ₹50 lakhs depending on the celebrity’s market value.
- Copyright Act 1957 for creative works
- Trademark Act 1999 for name and logo protection
- IT Act 2000 for digital content misuse
- Consumer Protection Act for false endorsements
Real Cases and Industry Impact
Shahrukh Khan won a case against Santosh Kumar who was imitating him commercially. Amitabh Bachchan has multiple cases running against people using his voice and image. These precedents help actors like Kartik Aaryan protect their rights better.
The rise of AI and deepfakes makes this even more important. In 2025, several fake Kartik Aaryan videos promoting cryptocurrency scams went viral. This is exactly why personality rights matter so much now.
Honestly yaar, mujhe lagta hai celebrities like Kartik should be more aggressive about protecting these rights. With OTT platforms and social media, unauthorized use has become too easy. The law needs to catch up faster with technology, but till then, these existing protections are what stars have to rely on.