Aamir vs Filmfare

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Upala KBR Courtesy Mid-Day

Aamir Khan, who has sued the Times of India for using his photo to promote the Filmfare Awards without his permission, is 'very upset' over the ad, according to sources close to the actor.

"One can't attribute quotes to someone or use his picture to promote or endorse something without permission. They should have asked him first, in which case he would have been entitled to an endorsement fee. After all, they are cashing in on his reputation and image, and he has the right to choose what he endorses," said a close associate of the actor.

Rs 21 crore suit

Aamir, currently shooting in Poland for Kunal Kohli's Fanaah, served a notice on February 22 to The Times of India, its publisher Bennett, Coleman & Co Ltd, and two other parties, demanding Rs 21 crore compensation. He has also demanded an apology.

False quote

The ad, which appeared on February 20, also attributed a false quote to Aamir: "I incited a revolt to win her over! Aamir Khan on the Lady in Black (referring to the black Filmfare statuette)."

No response

Aamir's lawyer Anand Desai of DSK Legal said, "We have sent a notice to The Times of India regarding the ad. Aamir has never said the words attributed to him or authorised the newspaper to publish his photograph in to endorse the awards."

Desai added that Times of India is yet to respond to the notice.

"We demanded Rs 21 crore in compensation and a written apology within a week. However they are yet to respond," he said. Aamir has also prohibited the newspaper from using his photograph or image to promote or endorse any event or product without his written consent. He has also asked them to refrain from attributing false quotes to him.

Others stars

Incidentally, Amitabh Bachchan, Abhishek Bachchan and Rani Mukerji are among the other stars whose pictures were used in similar ads. They were all unavailable for comment.