A civil suit has been filed in the Delhi High Court by Gautam Gambhir to protect his personality and publicity rights amid a coordinated AI-generated deepfake and impersonation campaign across social media and e-commerce platforms.

The relief sought includes damages of ₹2.5 crore, an accounting of revenue, permanent injunctions, and takedowns of infringing content.

The false videos feature a resignation announcement with hundreds of thousands of views and remarks about senior cricketers, along with unauthorized merchandise being sold.

The move is framed as a strategic effort to safeguard Gambhir’s public persona and identity as a core asset, and to deter misinformation that could impact team morale and public perception.

Gambhir’s profile has risen since retirement, including a governmental role and continued coaching with India since 2024, which underpins the push to protect his image online.

The Delhi High Court’s approach is presented as a potential model for other public figures seeking control over commercial and reputational use of identity in the AI era.

The case underscores broader concerns about identity rights and rapid deepfake spread in India, potentially setting a legal precedent for protecting public figures.

The Delhi High Court is highlighted as a leading venue for IP protection, using ex parte ad-interim injunctions to curb deepfakes before they spread widely.

At 44, Gambhir stresses how digital impersonation affects his identity and public image and seeks legal protection and takedown orders to stop harm.

An explanation of deepfakes is provided, defining AI-generated deceptive content and its spread on social platforms.

The matter is expected to be heard by the Delhi High Court for interim relief in the near term.

Gambhir’s coaching accomplishments are noted, including success in ICC tournaments and leadership in the Asia Cup.