Discover how MS Dhoni’s Captain Cool trademark, the legal process behind it, and what it means for celebrity branding and trademark law in India.
Did You Know? MS Dhoni’s “Captain Cool” trademark faces formal opposition on the grounds that it’s a generic, descriptive nickname used for other cricketers like Arjuna Ranatunga. The case could redefine how celebrity nicknames are treated under Indian trademark law.
Who Owns “Captain Cool”? The Legal Side of Dhoni’s Nickname
“Captain Cool” is more than just a nickname. For millions of cricket fans, it is synonymous with MS Dhoni, (Captain Cool Dhoni) India’s former cricket captain known for his calm and composed leadership style. But what happens when a nickname becomes a brand? This is where trademark law steps in.
In June 2023, MS Dhoni, through his management company Riti Sports, filed for a trademark registration of the term “Captain Cool” under Class 41, which includes sports coaching, entertainment services, and training academies. This move grabbed attention not only from fans but also from legal and branding experts across India.
What is a Trademark and Why File One for “Captain Cool”?
A trademark is a form of intellectual property that gives the owner exclusive rights to use a specific word, phrase, logo, or combination for particular goods or services. It acts as a brand identifier in the eyes of the public.
By trademarking “Captain Cool,” MS Dhoni is ensuring that:
- No one else can use this term for commercial gain in certain categories.
- He can use the phrase on merchandise, coaching academies, or entertainment ventures.
- He protects his personal brand identity, which has substantial goodwill and market value.
The Legal Journey of “Captain Cool”: From Filing to Opposition
MS Dhoni’s application was filed on June 5, 2023, under Application No. 5966261. The initial examiner raised an objection under Section 11(1) of the Trade Marks Act, 1999, citing the possibility of confusion with a prior similar mark filed by Prabha Skill Sports OPC Ltd.
However, Dhoni’s legal team made a compelling case, arguing:
- The term “Captain Cool” has acquired distinctiveness through Dhoni’s long-standing public association with the phrase.
- The nickname is uniquely associated with MS Dhoni in the minds of the public, not with any third party.
The Trademark Registry accepted the arguments, withdrew the objection, and the mark was advertised in the Trade Marks Journal on June 16, 2025.
This opened a four-month opposition period, which allows any third party to formally oppose the registration before October 15, 2025.
Captain Cool Trademark Faces Legal Opposition – What You Need to Know
Just when the trademark seemed secure, Ashutosh Choudhary, a legal practitioner from Delhi, filed a detailed opposition on July 7, 2025, challenging the registration. Here are the key highlights from the opposition:
1. Generic and Non-Distinctive Term
The opponent claims that “Captain Cool” is a descriptive and generic term, historically used for other cricketers such as Arjuna Ranatunga. Public use and media references long before Dhoni’s association weaken any claim to exclusivity.
2. False Claim of Prior Use
The application was originally filed as “proposed to be used”. Dhoni later amended the application to claim usage since 2008 via Form TM-M, but the opponent highlights that no affidavit or evidence was filed to support this change, making the claim legally untenable.
3. Celebrity Status ≠ Trademark Right
The opponent argues that popularity alone does not justify trademark protection. Trademark law in India requires actual commercial use and distinctiveness, not just public recognition.
4. Procedural Irregularities
It is alleged that the Registry accepted the application:
- While rectification proceedings against a cited mark were still pending
- Without following proper notification procedures
- Without concluding objections related to an earlier mark
5. Misuse of “Well-Known” Mark Claim
Dhoni’s team allegedly referred to “Captain Cool” as a well-known mark without formally applying under Section 2(zg) of the Act. The opponent calls this a misrepresentation.
6. Reference to Precedent – ITC v. Nestle Case
The opposition draws on this case to argue that acquired distinctiveness must be proved through:
- Prior and continuous use
- Public recognition
- Exclusive association with specific goods or services
In Dhoni’s case, the opponent contends that there is no market evidence linking the term to actual services rendered under that name.
What Indian Startups and Influencers Can Learn
Whether you are a sports entrepreneur, digital creator, or social media influencer, this case shows how crucial it is to:
- Trademark your brand names or personal tags early
- Monitor the Trademark Journal for similar filings
- Take proactive steps to protect your intellectual property assets
In the age of the creator economy, nicknames and hashtags are valuable assets. Filing a trademark is not just a legal step, it is a strategic business move.
Final Thoughts: Captain Cool Trademark is Under Legal Fire
What started as a powerful brand protection strategy by MS Dhoni has turned into a complex legal battle. The opposition raises essential questions about:
- The role of public persona in trademark law
- Whether common nicknames can be monopolized
- How strict the Trademark Registry should be in procedural compliance
As the case unfolds, it could become a landmark precedent on how Indian law balances public recognition, procedural rigor, and the boundaries of what can truly be owned as a trademark.
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This content is for general informational purposes only and does not constitute legal advice.