MS Dhoni, one of India’s most iconic cricket captains, finds himself in the middle of a legal tussle—this time not on the pitch, but in the trademark arena. A Delhi-based lawyer, Ashutosh Choudhary, along with the law firm KAnalysis Attorneys at Law, has formally opposed Dhoni’s bid to trademark the title “Captain Cool”, arguing that the phrase is too generic to be owned by any single individual, regardless of their fame.

Dhoni recently filed to trademark Captain Cool under Class 41, which covers services like education, entertainment, sports, and training. His application was published by the Trademarks Registry on June 16, 2025, opening a 120-day window for public objections. It didn’t take long for Choudhary to act.

According to the notice of opposition, Captain Cool is a phrase deeply rooted in public sporting culture—used for several athletes over the years, not just Dhoni. “The term is generic and laudatory,” Choudhary noted, “and can’t be monopolized by any individual, no matter how celebrated they are.” He further argued that Dhoni’s trademark application lacks the distinctiveness required under the Trademarks Act, 1999, making it legally unviable.

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The lawyer accused Dhoni’s legal team of altering critical aspects of the application midway through the process. Initially filed under a “proposed to be used” basis, the application was reportedly modified later to claim prior use since 2008. However, no supporting documentation—such as advertisements, invoices, or promotional content—was submitted to prove this long-term association with the phrase in a commercial sense.

A Delhi-based lawyer has formally opposed former Indian cricket captain Mahendra Singh Dhoni’s attempt to trademark the phrase “Captain Cool”.

The lawyer claimed that Dhoni’s celebrity status alone cannot justify a monopoly over a widely used phrase that has been applied to… pic.twitter.com/Li7PzjoTAy

— Bar and Bench (@barandbench) July 8, 2025

Bar and Bench reported excerpts from the legal filing, highlighting concerns about the Trade Marks Registry’s handling of the process, especially multiple hearings and the late-stage addition of the “prior use” claim without formal approval. “A persona, even one as revered as Dhoni’s, doesn’t automatically translate to trademark rights unless backed by consistent, commercial use,” the notice asserted.

Moreover, the legal opposition contends that Dhoni’s team has not presented concrete evidence showing Captain Cool is associated with any commercial service like sports training or entertainment under his brand. “Popularity,” the law firm emphasized, “does not meet the legal threshold for trademark protection.”

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In their concluding remarks, Choudhary and his firm have urged the Trademark Registry to reject Dhoni’s application, stating, “Granting trademark rights over such a generic phrase would set a dangerous precedent, undermining the very foundation of trademark law.” The case continues to draw attention, blending celebrity, sport, and legal nuance into a compelling off-field saga.