MS Dhoni moves to trademark 'Captain Cool' moniker

If there were ever a phrase synonymous with calm under pressure in Indian cricket, it would be ‘Captain Cool’. And there's arguably only one man in the country who owns that moniker in public consciousness—Mahendra Singh Dhoni. Now, the former India captain appears to be putting legal weight behind that public sentiment.

According to PTI, Dhoni has filed a trademark application for the phrase ‘Captain Cool’, which has now reached the "accepted and advertised" stage, as per the Trade Marks Registry portal. The phrase was published in the official trademark journal on 16 June 2025.

The trademark is registered under the category of sports training, coaching services, and the provision of facilities for sports. In doing so, Dhoni becomes the latest in a growing list of public figures in India looking to protect and commercialise unique aspects of their public persona.

Another company, Prabha Skill Sports (OPC), also filed an application for the same phrase, though its status currently shows "rectification filed". This suggests Dhoni's claim could take precedence, provided the application follows due legal course.

Legacy on and off the field

Though retired from international cricket, Dhoni's brand continues to hold strong. His estimated brand value sits at approximately $95 million (INR 766 crore). He remains active in brand endorsements, representing names like State Bank of India, Dettol, Gulf Oil, and Orient Electric. He is also involved in ventures like Emotorad and BluSmart, adding to his commercial visibility.

Dhoni's decision to trademark ‘Captain Cool’ falls in line with this brand strategy. It helps create a protective legal framework around an identity already cemented in the public's imagination. The term itself evokes calm leadership, clutch performances, and the image of a man who doesn’t flinch under pressure—traits that have commercial and emotional resonance.

Earlier this month, Dhoni was inducted into the ICC Hall of Fame for 2025, alongside Matthew Hayden, Graeme Smith, Daniel Vettori and Hashim Amla. His cricketing career spanned 90 Tests, 350 ODIs, and 98 T20Is and he remains the only captain to have won all three ICC white-ball tournaments: the T20 World Cup (2007), the 50-over World Cup (2011), and the Champions Trophy (2013).

Though his last outing for Chennai Super Kings in the IPL 2025 season was less than triumphant—with the team finishing bottom of the table—his on-field stature remains undiminished. He returned as captain mid-season after Ruturaj Gaikwad was injured, showcasing yet again his leadership role in the franchise.

A broader trend in celebrity branding

Dhoni’s move to trademark his moniker by isn't unprecedented. In recent years, celebrities across fields have increasingly taken steps to protect their brand identity.

In 2022, Amitabh Bachchan successfully petitioned the Delhi High Court to stop the unauthorised use of his name, image, and voice. The court later directed digital platforms and telecom service providers to take down infringing content.

Shah Rukh Khan filed a trademark for his name and initials, ‘SRK’, in 2012. The registration restricts use of his brand across multiple industries, from tobacco to beverages. Actor-couple Ajay Devgn and Kajol, and even entrepreneur Ashneer Grover, have similarly trademarked their names to safeguard their commercial appeal and future ventures.

These steps reflect a wider recognition of celebrities not just as personalities, but as commercial brands with a tangible value.

The mechanics of a trademark

In India, trademark registration begins with an application to the Trademark Office. After procedural checks and a substantive examination, the trademark is accepted and published in the Trade Marks Journal. Once published, it enters a period during which third parties may oppose the registration.

In Dhoni’s case, the application has moved past the examiner’s desk and into the public domain, indicating that it has met the required legal thresholds so far.

The importance of registering a trademark for celebrities lies in the increasing need to control their image in a fragmented digital landscape. From merchandise to memes, a celebrity’s identity can be used in multiple ways without consent. Trademark protection not only prevents unauthorised usage but also enables structured commercialisation, such as licensing and co-branded ventures.

There are also legal benefits. A registered trademark provides a stronger foundation for pursuing legal action in case of misuse, potentially saving time and litigation costs. It also extends to global protection, enabling Indian celebrities to guard their image internationally.

For advertising and marketing professionals, Dhoni's move offers a case study in brand stewardship. In a market where attention spans are short and celebrity equity can wane quickly, retaining exclusivity over widely recognised identifiers can add longevity to a brand persona. It can also be monetised strategically across platforms, from social media to consumer goods.

Agencies working with celebrity-led campaigns should take note. Trademarked elements allow for clearer contract terms and brand safety, reducing the risk of ambush marketing or IP conflicts.

Trademarking ‘Captain Cool’ may seem symbolic, but it speaks volumes about Dhoni’s long-term brand strategy. As brand-ambassador roles become more sophisticated and data-driven, celebrity IP protection is no longer optional. It is an integral part of modern-day personal brand management.

For a generation that grew up watching Dhoni finish matches with a flick of the wrists and a deadpan expression, ‘Captain Cool’ isn't just a tagline—it's cultural shorthand. Locking that identity legally only reinforces its value, both emotionally and commercially.

As celebrity branding becomes more entrenched in marketing strategy, Dhoni’s legal step could well be a template for others navigating the intersection of fame, identity, and commerce in the digital age.