On Friday, the court in Delhi moved the date for the Salman Khan vs Kala Hiran face-off to July 1, making a dispute over personality rights something of a high-stakes affair for anyone in film promotion. A teaser is already in the wild, so whatever the judge says may well be the model for how Bollywood goes about using real-life figures in their projects.
Justice Madhu Jain’s vacation bench adjourned the matter once the filmmakers’ lawyer said he was only in possession of an application filed on Wednesday, not the full petition from Khan. The court has told Khan’s team to put the rest of the pleadings in front of the respondents by end of day.
For his part, Senior Advocate Sandeep Sethi, representing Khan, has been after the court for some interim cover. He says the film is looking to make money off the actor’s life and image with no permission. With some of the promo work already out there, he is asking the court to put a lid on any further use of Khan’s identity.
The High Court has already put producer Amit Jani and the others on notice. And they were made aware of a trailer that has come out, even though the word was it would be held back till June 20. That has only upped the ante for the kind of relief being sought.
Why this case matters for Bollywood and brands
It all comes down to what you might call personality or publicity rights. In his plea, Khan says the poster and the like are being used to build some momentum for the film with his name and face, and he hasn’t given the nod. A decision from the bench could have ripples for the way biopics and the like are done in the future.
Then there is the question of reputational damage and legal standing, which puts a fine point on the line between being creative and being commercial. For the studios, the outcome will be one to watch – it could mean some changes to how they promote and how much they can follow in the wake of a headline story.
So far, here is where we stand:
– The court has set a new date of July 1st
– Khan is after an injunction to hold up the promotions
– The other side is having none of it
– Notices have gone out to Amit Jani and co.
– There is a police look into some supposed threats on the producer
What Khan has put before the court
In the application, it is the 1998 blackbuck hunting case and the events surrounding it that the film and its marketing are built on.
You don’t have to put a name to it, but according to Khan, the way the project is being put out there and the statements made in public are enough to make him stand out.
The filing makes much of a poster that came out in May 2026. It is said to show a character with all the hallmarks of Khan, down to a blue bracelet like the one he’s known for. On top of that, the character is shown with a gun in hand. The plea argues this is a false narrative, given that Khan was found not guilty in an Arms Act case.
Then there are the interviews and social media from producer Amit Jani, which seem to draw a line between the film and the blackbuck case or even gangster Lawrence Bishnoi. Khan’s side says some of what’s in the movie could be seen as meddling with issues that are yet to be decided in higher courts, and by extension, his right to a fair trial.
What the filmmakers had to say
The producers’ lawyer asked for a little time to put together a reply, noting he’d only been handed the application partway through the week, not the full petition. They were having none of any interim orders to hold up the film’s release or marketing.
The judge made a note of the fact that the producer and director’s counsel had only just come into possession of the plaint and told Khan’s people to put the rest of the paperwork on the table. You can expect to see the case in front of the roster bench on July 1 with everyone in the room.
Allegations of threats
On Friday, the filmmakers’ representative let the court know he’s been on the receiving end of death threats and has put in an FIR. For his part, Amit Jani has put in for police protection after claiming to be targeted by D-Company and a Pakistani terrorist, Shahzad Bhatti.
Jani went to the Ratanada station in Jodhpur to report some menacing calls and messages coming in from Pakistan via WhatsApp. The police have opened an investigation to put the pieces together – where the calls are coming from, why they’re being made, and so on. Some of the evidence is still being looked at.
He’s also put a recording of one of the calls and a copy of his complaint online. Whether or not you tie it to the personality-rights row, it’s another layer of uncertainty over how the film will be rolled out.
July 1st and beyond
All eyes will be on whether the court puts a stay on the making or marketing of Kala Hiran: The Battle for Legacy. A ruling either way would mean a change of plans for the campaign and set some new ground rules for how you can use a star’s image in your ads.
The respondents will have to put their side of the story in writing once they have the full petition. From there, the bench has to balance what Khan is saying about his reputation and rights with the position of the filmmakers and what’s already in the wild.
The adjournment gives them some breathing room, but no guarantees. There’s already some talk about a trailer that may have been out before June 20. Come July 1, the hearing should put an end to the speculation on how the film will be presented and the wider question of celebrity in cinema.
