Personality Trademark And Its Growing Significance

Abstract: This article explores the growing significance of personality trademarks in protecting the identities of public figures in the era of social media and Artificial Intelligence. It focuses on Ashneer Grover's trademark case under Trademark Act 1999, questioning legal frameworks in India aimed to safeguard personal brands. The article also delves into the concept of personality trademarks, their commercial value, and the purpose of protecting public figures' identities from misuse. It also brings out notable Indian cases involving cricketers, actors, and others. Various possible challenges are also discussed which includes challenges of proving distinctiveness, the cultural context in a diverse country like India, and mostly importantly the need to introduce legal frameworks. While nations like the United State and the European Unions & its jurisdictions provide comprehensive protection under their legal systems, India is still trying to board that boat. From