MS Dhoni files trademark for his on field title ‘Captain Cool’

MS Dhoni moves to trademark 'Captain Cool'

Mahendra Singh Dhoni has moved to solidify his personal brand off the cricket field by applying for the trademark of "Captain Cool" — a name famously linked to his calm and collected approach as a leader.

The application was officially filed online on June 5 through the Trade Marks Registry portal, signaling Dhoni's intention to gain exclusive rights over the widely recognized nickname that has become synonymous with his legacy in the cricketing world.

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Over the years, Dhoni has been called ‘Captain Cool’ courtesy his calm and composed nature on the field even during tense moments. He remained fully calmed as a captain even during tense tournaments like the inaugural T20 World Cup in 2007, the ODI World Cup in 2011 and the Champions Trophy in 2017.

“Delighted to share a recent development from the field of trademark law that underscores the evolving role of personality rights and acquired distinctiveness in overcoming relative grounds for refusal,” said Dhoni’s lawyer, Mansi Aggarwal as per India Today.

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She also revealed it was not easy. When MSD's team first filed for the trademark, the Registry objected under Section 11(1) of the Trade Marks Act, citing the possibility of public confusion due to the existence of a similar trademark.

In response, Dhoni’s legal representatives contended that "Captain Cool" is distinctly associated with him. They emphasized that the moniker has been popularly used by fans and media alike for many years, becoming an integral part of his public persona.

The Registry acknowledged that the nickname holds more significance than simply being a catchy phrase—it plays a key role in Dhoni’s commercial persona. His association with the title 'Captain Cool' has been long-standing and is widely recognized among cricket fans.

This case highlights how celebrities and public figures can leverage personal branding and distinctive identities to safeguard their image in the commercial space.