Bollywood actor Jackie Shroff has recently taken legal action by approaching the Delhi High Court. His concern revolves around what he views as the unauthorized use of the term 'Bhidu' and other elements of his identity.

The single-headed bench of Justice Sanjeev Narula sought a response from the peppy store in response to Shroff's plea, which was filed through Advocate Pravin Anand. 

Shroff's legal team has identified numerous instances of alleged infringement, which they have petitioned the court to address by requesting the blocking of the respective links.

Other actors, such as Anil Kapoor and Amitabh Bachchan, had also initiated similar pleas. In September of the preceding year, the Delhi High Court issued an interim order in favor of Anil Kapoor, prohibiting various entities from exploiting his image, name, voice, or other facets of his persona for commercial purposes without his explicit consent.

Anil Kapoor's injunction covered a wide array of elements, including his name, the acronym ‘AK’, specific character names like Lakhan, Mr. India, Majnu Bhai, Nayak, and the catchphrase ‘jhakaas’, along with associated images, all requiring consent for usage. Additionally, Kapoor sought protection against the misuse of advanced technologies such as AI-generated deepfakes and GIFs.

Amitabh Bachchan also pursued legal action, seeking an injunction to prevent a jeweler from capitalizing on his celebrity status to endorse their products without his authorization, thus safeguarding his publicity rights.

Case Title: Jaikishan Kakubhai Saraf Alias Jackie Shroff v The Peppy Store & Ors.