MS Dhoni moves to trademark ‘Captain Cool’

Accordingly, the ‘Captain Cool’ tag proposed to be used by Dhoni for ‘sports training, providing sports training facilities, sports coaching services’ was added to the Trademark Journal of the Controller General of Patents, Designs and Trademarks in Kolkata.

The application initially faced an objection as a company, Prabha Skill Sports Pvt Ltd. had applied for the tag. Dhoni’s legal team successfully argued that his reputation and identity were tied to the moniker much before and it was well-established through media recognition, public usage and consumer perception.

“This matter serves as a relevant case study in how personal branding and acquired distinctiveness can be effectively leveraged in trademark prosecution, even when facing earlier conflicting marks,” Mansi Aggarwal, the lawyer representing Dhoni, posted on LinkedIn.