Advertising
From Pink Slips to Silent Sidelining: Inside adland’s layoff and anxiety crisis
MS Dhoni moves to trademark ‘Captain Cool’ securing his legacy off the field
The trademark was filed online on June 5 by the cricketer Mahendra Singh Dhoni, according to the Trade Marks Registry portal.
Dhoni remains a powerful commercial force. His brand value was estimated to be Rs 799 crore in 2024, and he continues to endorse over 35 major companies.
In a move that underlines his growing off-field brand strategy, former Indian cricket captain Mahendra Singh Dhoni has filed for the trademark of the nickname "Captain Cool"—a moniker that has become inseparable from his calm, composed leadership style over the years.
The filing suggests a calculated effort to formally own the title that fans, commentators, and the cricketing world have long used to define him.
According to the Trade Marks Registry portal, the trademark was filed online on June 5 by the cricketer Mahendra Singh Dhoni, from Jharkhand.
For more than a decade, 'Captain Cool' has symbolized Dhoni’s unflappable demeanor, particularly under pressure. From orchestrating India's historic 2007 T20 World Cup win to leading the country to a 2011 ODI World Cup triumph and a Champions Trophy in 2013, Dhoni built a reputation as one of the most successful and composed captains in cricket history.
Dhoni’s legal team has begun the process of securing exclusive rights to the phrase across a range of categories, most likely spanning merchandise, digital content, fashion, and more.
The attempt to trademark a nickname is not uncommon in global sports and entertainment. Michael Jordan trademarked the “Jumpman” logo. Cristiano Ronaldo built a massive commercial empire around “CR7.” Closer to home, brands like “Being Human” for Salman Khan or “Dada” for Sourav Ganguly have had similar ventures.
It is to be noted that Dhoni remains a powerful commercial force. His brand value was estimated to be Rs 799 crore in 2024, and he continues to endorse over 35 major companies.
SPOTLIGHT
From purpose-driven work and narrative-rich brand films to AI-enabled ideas and creator-led collaborations, the awards reflect the full spectrum of modern creativity.
Read More“Confusion creates opportunity for agile players,” Sir Martin Sorrell on industry consolidation
Looking ahead to the close of 2025 and into 2026, Sorrell sees technology platforms as the clear winners. He described them as “nation states in their own right”, with market capitalisations that exceed the GDPs of many countries.