Jackie Shroff's legal representatives have voiced concerns over the unauthorized usage of the actor's likeness and trademarks, particularly regarding the sale of ringtones, wallpapers, and merchandise, alongside the circulation of "insulting" memes, GIFs, and the exploitation of artificial intelligence. Moreover, there have been accusations of trademark infringement related to the Marathi term "bhidu (partner)."

Highlighting the issue, Jackie's legal team emphasized the potential for consumer deception, citing the actor's prominent public profile as grounds for people mistakenly assuming product endorsements. They underscored the necessity for Jackie's explicit consent, given his recognizable status and marketability.

Further grievances were expressed regarding the unauthorized online sale of various items like mugs, signed posters, and bags, which generated considerable profits for third parties. Describing the content as defamatory, the counsel pointed out objectionable language and imagery, asserting the lack of legitimacy in such practices.

In response to legal action, some defendants have reportedly ceased the unauthorized use of Jackie's persona. The counsel referenced past court rulings involving actors such as Amitabh Bachchan and Anil Kapoor as precedent for their claims. Consequently, Justice Sanjeev Narula issued summonses to the implicated parties, scheduling further deliberation on the matter for Wednesday.

Meanwhile, fans eagerly await Jackie's upcoming projects. These include the spy espionage film "Two Zero One Four," co-starring Akshay Oberoi and directed by Shravan Tiwari, slated for release this year. Additionally, the action thriller "Baby John," helmed by A Kaleeswaran, promises a stellar cast featuring Varun Dhawan, Keerthy Suresh, Wamiqa Gabbi, and Rajpal Yadav in pivotal roles.