Vijay Deverakonda has taken legal action to protect his personality rights after a wave of unauthorised digital and commercial use of his image, name, and likeness. The Delhi High Court has issued notices in response to his plea, marking the first formal judicial step in what could become a landmark case for celebrity identity protection in India. The actor’s application seeks an interim injunction against fake endorsements, impersonation, AI-generated content, deepfakes, and merchandise — ranging from T-shirts to mugs, sold without consent on platforms like Amazon, Flipkart, Meesho, Redbubble, Meta, X, Google, and others. He also alleges that individuals posing as his agents have been circulating false promotional material online. His counsel confirmed that some offending URLs were taken down post-filing, but the core issue remains unresolved. The court has scheduled the next hearing for February 2, 2027, with no immediate ruling on the interim relief. The case shows growing concerns around digital identity theft in the entertainment industry, especially as AI tools make impersonation easier than ever. Whether this sets a precedent for how Indian celebrities defend their public persona will depend on how the court interprets the scope of 'personality rights' in a digital age. For now, the ball is in the court’s hands. And the timeline stretches into next year.