India’s intellectual property (IP) landscape is undergoing one of its most dynamic and challenging phases in decades. From artificial intelligence (AI) reshaping cinematic classics to cricketers trademarking their nicknames, and from deepfake celebrity endorsements to fast-fashion knockoffs, the scope and enforcement of copyright, trademark, and personality rights are being tested in unprecedented ways.
This article takes a deep dive into some of the most pressing and news-tied IP developments shaping India’s creative, political, and commercial worlds.
AI in Indian Film & Music: Who Owns the New Version?
The recent “Raanjhanaa” AI controversy has become a landmark talking point. The original 2013 Bollywood hit, directed by Aanand L. Rai, was known for its tragic ending. In 2024, reports emerged that a Tamil-language version (Ambikapathy) had been re-released online with an AI-generated “happy ending”, sparking outrage from fans and debate within the legal community.
This blog is a part of our The Ultimate Guide to Intellectual Property Law blogpost.
The Legal Framework
Under the Copyright Act, 1957, the producer, not the director is deemed the “author” of a cinematographic film. This means the producer has the exclusive right to alter, edit, or re-release the work. However, Section 57 gives directors, composers, and lyricists “moral rights” to object to modifications that distort or mutilate their work in a way that harms their reputation.
In the Raanjhanaa scenario, the producer may have the legal authority to approve the AI edit, but if the altered ending changes the core meaning or artistic vision, the director and creative team could potentially claim moral rights infringement.
Why This Matters
- AI enables rapid, large-scale alterations to films and music without requiring consent from the original creators.
- The gap between legal ownership (producer) and creative authorship (director, writer, composer) is becoming more visible.
- Courts may soon have to decide whether AI-generated changes amount to “distortion” under moral rights law.
Industry Tip: Filmmakers and musicians should ensure that contracts explicitly prohibit AI alterations without their approval. Relying solely on moral rights is risky, as enforcement often depends on subjective judicial interpretation.
Can Politicians Copyright Their Speeches in India?
As India moves into another election cycle, political speeches are going viral on social media within seconds of delivery. This raises an intriguing question, can a politician copyright a speech and prevent others from using it commercially or out of context?
The Law
- Section 13 of the Copyright Act allows protection for speeches as literary works if they are original and “fixed” (recorded or transcribed).
- However, Section 52 provides “fair dealing” exceptions for reporting, criticism, or review — common uses during election coverage.
- Government works may fall under special rules limiting exclusive rights.
Cricket & Trademarks: How IPL Teams Protect Their Brand Assets
Cricket in India is no longer just a sport it is a multi-billion-dollar IP ecosystem. Each Indian Premier League (IPL) franchise actively manages and enforces a portfolio of trademarks, including:
- Team names: Mumbai Indians, Chennai Super Kings
- Logos, mascots, and jersey designs
- Popular slogans: Whistle Podu, Korbo Lorbo Jeetbo Re
Legal Protection
Under the Trademarks Act, 1999, these marks are registered to prevent unauthorised use in merchandising, advertising, or event promotion.
Enforcement in Action
In 2023, the Delhi Capitals obtained an injunction against sellers of counterfeit jerseys in the Delhi NCR region. The case signalled that IPL teams are aggressively policing their IP, targeting not just large counterfeit networks but also smaller unlicensed vendors.
Practical Takeaway: If you operate in events, e-commerce, or printing, avoid using IPL-related names, logos, or imagery without a license infringement can lead to injunctions, damages, and seizure of goods.
Celebrity Name Theft in the AI Age: Amitabh Bachchan to Virat Kohli
AI tools can now generate realistic voice and video impersonations of celebrities within minutes leading to a surge in identity misuse cases.
Legal Position in India
India protects celebrity identity through a mix of legal principles:
- Personality rights (right to control commercial use of one’s name, image, likeness)
- Passing off under trademark law
- Privacy rights under constitutional law and torts
Recent Cases
- In 2022, Amitabh Bachchan obtained an interim order from the Delhi High Court restraining any unauthorised use of his name, voice, or likeness.
- Virat Kohli has registered his name and initials as trademarks to prevent counterfeiting of sports merchandise.
The AI Risk: Deepfake ads could potentially infringe both copyright (if original works are copied) and personality rights even without using actual photos or recordings.
Protective Strategy: Celebrities should trademark their name and likeness and use brand monitoring services to flag unauthorised online uses, especially on social media and e-commerce platforms.
Fashion Weeks & Copyright: Protecting Runway Designs in India
India’s fashion industry faces a constant battle against copycats especially during Fashion Week seasons, where new collections can be copied and mass-produced within days.
Legal Protection Paths
- Copyright Act, 1957 protects clothing designs as “artistic works.”
- If the design is produced more than 50 times, it loses copyright and must be protected under the Designs Act, 2000.
Case Example
Several Indian designers have successfully sued fast-fashion retailers for knocking off runway collections, combining copyright claims with passing-off to target the brand’s goodwill theft.
The Challenge: Many designers fail to register their designs, which makes international enforcement particularly difficult when copies are produced abroad and sold online.
Best Practice: Fashion brands should use dual protection copyright for prints, Designs Act registration for garment structures and actively monitor both local and overseas marketplaces.
Closing Perspective: IP in India’s Next Decade
India’s IP battleground is moving beyond traditional disputes into high-tech, high-speed territory — where AI, digital media, sports commerce, and fast fashion collide. Creators, brands, and public figures can no longer afford to treat IP protection as an afterthought.
The Raanjhanaa AI controversy is not just a niche film industry issue it’s a warning sign for every creative sector. Technology can and will rewrite works, remix voices, and repackage ideas — sometimes in ways that undermine the original creator’s vision.
To stay ahead, stakeholders must:
- Register all eligible IP rights early
- Include AI-specific clauses in contracts
- Actively monitor and enforce rights in both offline and online markets
- Collaborate with policymakers to modernise IP laws for the digital era
In the next 5–10 years, the balance between innovation, cultural heritage, and legal safeguards will define India’s IP identity and the winners will be those who protect and adapt their creations before someone else does.
