Cricketing legend Mahendra Singh Dhoni has officially moved to trademark the nickname ‘Captain Cool’, a title long embraced by fans to celebrate his composed and strategic style of leadership on the field.
The former Indian captain is seeking exclusive rights to use the term for a range of services, including sports coaching, training centres, and related activities.
As per records from the Trade Marks Registry, Dhoni’s application has now been accepted and published. The mark was featured in the official trademark journal on June 16, 2025. His legal representative, Mansi Aggarwal, shared the update, noting that this milestone highlights the growing importance of personality rights and acquired distinctiveness in trademark law.
However, the journey to registration wasn’t without obstacles. The Registry initially objected to the application under Section 11(1) of the Trade Marks Act, citing potential confusion with an existing mark.
Dhoni’s legal team responded by arguing that ‘Captain Cool’ has become uniquely associated with Dhoni through the years of public and media usage. The term, they noted, has developed a strong secondary meaning, intrinsically linked to Dhoni’s public persona as India’s calm and collected skipper.
They also contended that, given the mark’s use in sports and entertainment, there was little risk of consumer confusion.
Ultimately, the Registry agreed. It acknowledged that ‘Captain Cool’ is not just a casual nickname, but a well-established part of Dhoni’s commercial identity and brand – one recognized and respected by cricket fans around the world.
This case serves as a powerful example of how public figures can leverage personal branding and longstanding recognition to gain legal protection and control over their image in the business world.
