Amitabh Bachchan seeks protection of his personality rights, says 'going on for a while'

"It cannot be disputed that Amitabh Bachchan is a popular personality and is also represented in many advertisements. He is aggrieved by the defendants who were using his personality attributed to promote their own businesses, good and services, without his permission," Justice Chawla said as reported by Bar and Bench.

"The actor is likely to suffer irreparable loss and harm. Some of the activities may even bring him disrepute. In view of the above, an ex parte ad interim order is passed," the order further read.

The court also directed telecom service providers on the matter raised in the lawsuit. Salve cited examples lucky draws, video calls citing the actor, t-shirts and posters in his name, and also a website by the actor's name.