MS Dhoni files trademark for 'Captain Cool' to cement personal brand identity
PTC Web Desk: Former Indian cricket captain Mahendra Singh Dhoni, popularly known for his composed demeanor and game-changing performances, is now making headlines off the field. The cricket legend has officially applied to trademark the nickname “Captain Cool”, a moniker cherished by fans and closely associated with his calm and strategic leadership.
The trademark application was submitted online via the Trade Marks Registry portal on June 5, with the intent to secure exclusive usage rights for sports training, coaching services, and training centres under this name.
Initially, Dhoni’s request faced a hurdle under Section 11(1) of the Trade Marks Act due to potential conflicts with an existing trademark. However, his legal team successfully argued that “Captain Cool” is uniquely associated with Dhoni through extensive public recognition, fan admiration, and media portrayal over the years. Their defense helped overcome the objection.
The phrase "Captain Cool" goes far beyond being just a nickname. It encapsulates Dhoni's signature composure during high-pressure moments — from guiding India to victory in the 2007 T20 World Cup, 2011 ODI World Cup, to the 2013 Champions Trophy. His collected mindset, even in the tensest cricketing scenarios, earned him this reputation worldwide.
According to brand analysts, this move is not only symbolic but also a strategic business step. By owning the “Captain Cool” trademark, Dhoni can now expand its use across merchandise, apparel, digital content, and more, similar to how international sports icons like Cristiano Ronaldo (CR7) and Michael Jordan (Jumpman) capitalised on their personal brands.
In India, other celebrities have taken similar steps — Salman Khan with his Being Human brand and Sourav Ganguly monetising his nickname Dada.
Even after stepping away from international cricket, Dhoni remains a massive commercial figure. As of 2024, his estimated brand value stands at Rs 799 crore, and he continues to endorse more than 35 major brands.
- With inputs from agencies
