The terms every Indian creator, agent and brand marketer should know — defined without the legalese.
The right of a person to control commercial use of their name, image, voice and distinctive traits. India has no single statute; courts protect these rights through privacy, passing off and copyright law, and high-profile Indian personalities have won injunctions against unauthorised use including deepfakes.
Read: personality rights in India →A person’s visual identity — face, physical appearance and recognisable features. In licensing, "likeness rights" means permission to use that identity in specific media, territories and time periods, priced separately from any performance.
A commercial agreement granting a brand or platform permission to use a person’s likeness for defined usage (e.g. digital ads), territory (e.g. India) and duration (e.g. 6 months), for a fee. On Zimorta, licences are machine-readable and generated automatically when talent approves a deal.
See the full licensing flow →Synthetic media where AI replaces or fabricates a person’s face, body or voice, making them appear to say or do things they never did. India is among the most-targeted markets for celebrity deepfake ads, particularly unauthorised betting-app endorsements.
An AI-generated replica of a person’s voice, trainable from seconds of audio. Voice cloning without consent can violate personality rights; with consent and licensing, it powers legitimate uses like multilingual AI dubbing.
A photorealistic AI or CGI recreation of a performer used in film and OTT production — for de-aging, stunts, dubbing or posthumous performances. Consent and compensation terms for digital doubles are a growing part of Indian talent contracts.
Consent preferences stored as structured data that software checks automatically — e.g. "voice cloning: deny, AI ads: ask". On Zimorta, an advertiser cannot even submit a deal that violates a talent’s deny settings; the rule is enforced by code, not lawyers.
A unique cryptographic identifier attached to a registered right or creative asset, proving what was registered, by whom, and when. Zimorta issues a provenance ID (ZMW-…) on every registration and watermarks Studio uploads with it.
India’s Digital Personal Data Protection Act. A person’s likeness and voice are personal data under it, so processing them — including for AI training — needs a lawful basis, and consent must be specific, informed and withdrawable.
The specific permissions attached to a piece of content: where it can run, in what media, for how long. The most common gap in Indian influencer marketing — deals agreed in DMs default to the brand reusing content indefinitely.
Read: the usage-rights gap →The process of getting infringing content removed from a platform. In India this runs through platform reporting channels and notices under the IT Rules, 2021, which set removal expectations for impersonation and deepfake content.
A talent’s published base prices per usage type (digital ad, TV commercial, AI avatar, endorsement). Zimorta’s ZimoRates engine multiplies rate-card figures by territory, duration and exclusivity to suggest a fair market price for any deal.
Join Indian talent, agencies and brands building the consent layer for the AI era.