MS Dhoni’s “Captain Cool” trademark blocked; lawyer set to drag in court

A Delhi-based lawyer, Ashutosh Choudhary, and the law firm KAnalysis Attorneys at Law have registered oppositions to block MS Dhoni’s attempt to trademark the iconic title "Captain Cool," a nickname millions of cricket fans have associated with the legendary Indian captain for years.

MS Dhoni had recently filed to secure the phrase under Class 41 for services linked to education, entertainment, sports, and training, and even his application was accepted and published by the Trademarks Registry on June 16, 2025. The publication opened a 120-day window for public objections.

MS Dhoni’s ‘Captain Cool’ trademark hit by legal block over public use claims

Ashutosh Choudhary has argued that the term “Captain Cool” is far too generic and widely used to be claimed by any single individual, even one as famous as MS Dhoni. The lawyer believes the phrase has long been a part of public sporting culture and is used for many athletes known for their calm leadership, not just the legendary Indian wicketkeeper-batter.

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The lawyer argued that Dhoni’s status as a cricket icon cannot grant him exclusive rights to a phrase that lacks uniqueness. Choudhary stressed that the nickname doesn’t have distinctiveness under trademark law and fails to meet the legal requirements set by the Trademarks Act, 1999.

'Term ‘Captain Cool’ is a generic and laudatory expression.

The notice reads, as reported by Bar and Bench: “This is a deliberate and mala fide attempt to circumvent objections raised during multiple hearings. The term ‘Captain Cool’ is a generic, laudatory expression that has been used for multiple sportspeople. It cannot be monopolized by any individual, regardless of their fame or public persona.”

Meanwhile, the law firm and Choudhary questioned how the Trade Marks Registry handled the process. The notice pointed out that the registry sent multiple hearing notices before finally accepting the application and claims that Dhoni’s team added the “prior use” argument very late in the process, without any formal approval.

They also argued that no rule in the Trade Marks Act allows changing key details of an application during the examination stage. They’ve further claimed that MS Dhoni’s side hasn’t given any real proof to back their claim that the phrase “Captain Cool” is strongly linked to their brand.

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The notice says 'persona not a source of legal right'

The legal fight over the famous nickname continues, as there’s no evidence of the phrase being actively used or promoted in connection with sports training services in the public domain.

The notice added, “A persona is not a source of legal right unless supported by actual commercial use and compliance with statutory criteria. Popularity alone does not satisfy the legal threshold.” On the other hand, the law firm stated, “The application was originally filed on a ‘proposed to be used’ basis and later amended to claim use since 2008—without any supporting affidavits or commercial evidence such as invoices, advertisements, or user data.”

The Trademarks Registry asked to reject MS Dhoni’s trademark request

The opponent also pointed out that MS Dhoni’s team claims the phrase has become distinctive, but they haven’t submitted any real proof, like ads, brand promotion, or public recognition, showing that it is known for offering sports or training services.

They asked the Trademarks Registry to reject Dhoni’s trademark request and protect the system from allowing phrases to be claimed by individuals.

The notice concluded, “Accordingly, no proprietary rights or exclusivity can be claimed over such a generic phrase, and any attempt to do so is legally unsustainable and contrary to the basic principles of trademark law.”