The Delhi High Court has granted interim protection to entrepreneur and “Shark Tank India” judge Aman Gupta in a lawsuit alleging widespread misuse of his identity across online platforms, including AI-generated deepfakes, fake endorsement listings, unauthorized merchandise, and obscene content.
Justice Tushar Rao Gedela passed an ex-parte ad-interim injunction restraining multiple entities and unknown persons from using Gupta’s name, image, voice, likeness, trademarks, or personality traits without authorization.
Background of the Case
Aman Gupta, co-founder of boAt and a public personality associated with “Shark Tank India,” approached the High Court claiming that several websites, social media accounts, chatbot services, and online sellers were commercially exploiting his identity.
The suit alleged that some platforms falsely portrayed him as available for paid speaking engagements, while others sold merchandise carrying his image and catchphrases such as “Hum Bhi Bana Lenge” and “Down, But Not Out!” - both of which are registered trademarks.
The plaint also referred to alleged AI-based impersonation tools, fake Instagram accounts, GIFs, and websites redirecting users to pornographic material using Gupta’s name and persona.
The Court noted that Gupta had built considerable goodwill through his entrepreneurial work, public appearances, brand endorsements, and television presence.
Justice Gedela observed that the material placed before the Court showed prima facie misuse of Gupta’s personality and trademark rights. The Court said the manner in which the defendants allegedly used his “name, voice, persona, slogans” and registered marks reflected exploitation of qualities uniquely associated with him.
The bench further took serious note of the allegations relating to sexually explicit and AI-generated content.
“The sexually explicit material/videos created by the defendants using the personality traits and attributes of the plaintiff, surely is an aspect which needs immediate and urgent consideration,” the Court observed.
The Court also remarked that such activities could be linked to unlawful financial gain and unjust enrichment.
The High Court restrained defendants from creating, uploading, publishing, or circulating any content using Aman Gupta’s identity, including through AI or deepfake technology, without written authorization.
It also barred the defendants from passing off goods or services as being associated with or endorsed by Gupta.
Google and other platform intermediaries were directed to remove identified content and disclose available details such as mobile numbers, email IDs, and user information connected with certain allegedly infringing accounts.
The Court further permitted Gupta to notify platforms about newly discovered infringing websites during the pendency of the suit, following which such domains could be suspended or blocked.
The Delhi High Court issued summons in the suit and granted an ex-parte ad-interim injunction in favour of Aman Gupta against the alleged misuse of his personality rights, trademarks, and online identity.
The matter has been listed before the Joint Registrar on August 3, 2026, and before the Court on October 1, 2026.
Case Details:
Case Title: Aman Gupta v. John Doe/Ashok Kumar and Ors.
Case Number: CS(COMM) 462/2026
Judge: Justice Tushar Rao Gedela
Decision Date: May 7, 2026
