Abstract
MS Dhoni, India’s most composed cricketing icon, is fighting not on the pitch but in the courtroom—this time, to claim sole ownership of the title fans gave him: “Captain Cool.” With the Trade Marks Registry accepting his application for the mark under Class 41 (education, entertainment, sports services), the stage is now set for a 120-day legal drama. But a shadow looms: a prior registrant claims the phrase, and if any opposition emerges by mid-October 2025, Dhoni’s exclusive right to the nickname may slip through his fingers. What happens now could redefine how public figures control their personal brand in India.
The Rise of a Sobriquet
For years, “Captain Cool” wasn’t a brand—it was a vibe. Commentators, fans, and meme-makers used it to describe Dhoni’s ice-cold decisions under pressure. But in June 2023, this casual title began its transformation into protected intellectual property when Dhoni filed to trademark it under Class 41, aiming to use it across entertainment, training academies, cultural programming, and more.
At first, the Registry pushed back. A prior registration of the exact same mark by Prabha Skill Sports (OPC) Pvt Ltd—also in Class 41—triggered an objection under Section 11(1) of the Trade Marks Act, 1999, which bars registration of confusingly similar marks.
Dhoni’s Legal Masterstroke
In early 2025, Dhoni’s legal team, led by Advocate Mansi Aggarwal, turned the tide. During a hearing under Rule 115 of the Trade Marks Rules, they argued that “Captain Cool” had become synonymous with Dhoni, and that no reasonable member of the public would associate it with any other entity.
The clinching argument? “Captain Cool” had acquired a “secondary meaning”—a key concept in trademark law where a term, even if generic, can become protectable if it is deeply tied to a single personality or source in the public mind.
The Registry agreed.
They ruled that the phrase, while previously registered, had such a strong association with Dhoni in the public imagination that its use by him would not confuse consumers. The objection was dropped, and on June 16, 2025, the application was formally accepted and advertised in the Trade Marks Journal.
The 120-Day Storm
Now begins the tense countdown. From the day of publication, any party has 120 days—until mid-October 2025—to file a notice of opposition. This includes the original registrant, Prabha Skill Sports, as well as any other individual, company, or watchdog group that believes the mark could:
Cause consumer confusion
Infringe upon prior rights
Or unfairly monopolize a commonly used phrase
If no opposition is filed, Dhoni wins full rights to the mark. If one is filed, the courtroom battle begins.
What Makes This Battle So Unique?
At its heart, this case pits celebrity identity rights against trademark priority rights.
The question is: should someone be allowed to trademark a nickname the public gave them—even if another company registered it first?
In India, personality rights are still an evolving doctrine. But courts have shown increasing willingness to protect public figures from brand hijacking. Previous rulings, such as the ICC Development v. Arvee Enterprises case, acknowledged that celebrities can stop others from cashing in on their likeness or identity.
But the law still expects proof—of fame, of confusion, of intention. And in Dhoni’s case, all eyes are on whether the Registry will accept his claim over a phrase that, while iconic, might still seem generic to some.
The Bigger Picture
If Dhoni’s bid succeeds, it could set a precedent. Other sports stars—think “Hitman” Sharma or “Boom Boom” Bumrah—may soon follow, moving to trademark the very monikers that made them famous.
For marketers and IP lawyers, this would mean an era where every nickname is potential real estate—a licensing tool, a media brand, even a digital asset in the NFT space.
And for fans? It means the slogans they chant in stadiums may one day be legally owned.
The Psychological Game
Here’s where it gets interesting: By allowing the trademark now, the Registry has flipped the burden of proof. Anyone who wants to challenge Dhoni’s claim must now step into the ring and fight him for it. That changes the psychology of the process.
Will a small firm risk public backlash by opposing a national hero? Will others dare to assert ownership of a name the country associates with coolness under fire?
And more importantly, if no one opposes it, does silence equal consent?
What Happens If…
If no opposition is filed: Dhoni gets 10 years of exclusive statutory rights to "Captain Cool" in India.
If opposition is filed and succeeds: The trademark is refused, but Dhoni could still pursue legal remedies through rectification petitions.
If the case turns controversial: It might trigger broader debates on monopolizing language and fan culture.
Final Over: A Legal Nail-Biter Awaits
As the opposition deadline ticks toward October, the fate of “Captain Cool” hangs in a delicate balance. It’s no longer just about a nickname. It’s about identity, brand, legacy, and whether the law protects those who shape culture or those who register it first.
We’ll be tracking every affidavit, every twist, and every opposition as it unfolds.
Stay with Kacheri Diaries for exclusive updates on this landmark battle for brand identity.