Outlook Business Desk
Former Indian Men’s Cricket Team captain M.S. Dhoni has applied to trademark the nickname “Captain Cool” under Class 41, covering sports and entertainment. Filed in June 2023 at Kolkata’s Trademark Registry, the move has now triggered legal scrutiny and expert debate.
The trend of celebrities securing rights over their identities is growing. In 2023, Amitabh Bachchan obtained legal protection for his voice, name, and image. Soon after, Anil Kapoor received a Delhi High Court order safeguarding his appearance and the iconic phrase “jhakaas.”
Dhoni’s application to trademark “Captain Cool” was officially published in the Trademark Journal on 16 June 2025, initiating a 120-day window for public objections. Since then, two formal oppositions have been submitted, challenging his claim.
Legal analysts say Dhoni’s move is unusual, as he’s not trademarking his name or a coined phrase, but a fan-given nickname. Such tags don’t typically fall under personality rights in India.
The first objection came from intellectual property firm KAnalysis, led by Nilanshu Shekhar. It flagged procedural lapses and argued that “Captain Cool” is too generic to qualify for a trademark, even if associated with Dhoni.
The second objection was raised by Delhi-based lawyer Ashutosh Choudhary. He claimed “Captain Cool” is widely used and lacks uniqueness, making Dhoni’s exclusive claim on it weak under trademark law.
Critics say Dhoni’s trademark filing changed from “proposed use” to “in use since 2008” without proof like ads or invoices. They also allege the registry skipped key legal steps, raising fairness concerns.
Experts say if Dhoni’s plea is approved, it could set a precedent for celebrities to trademark fan-given titles like “Master Blaster” or “King Khan.” This raises complex legal questions around ownership of public-created monikers.
If no opposition is upheld, Dhoni may secure rights by October 2025. Otherwise, a full legal hearing will follow. The outcome may redefine the limits of celebrity branding in India.