Source: I work at Amazon and am working closely with product imaging at the moment.
The companies and freelance photographers who focus on the celebrity market are some of the most aggressive you'll encounter in protecting their rights.
http://petapixel.com/2013/06/29/nytimes-photographer-sues-pe...
Interesting to note that all the major online gossip rags appear to have links to outfits already.
The personality rights probably have no bearing with respect to paparazzi photos.
Still, I love the "do this but for Bollywood" suggestion.
It's called licensing. Knowingly using photos that you don't have the right to use will eventually catch up with you. If you think that waiting for cease and desist letters is a long-term strategy, I would strongly suggest that you speak to an attorney who can explain why that won't work.