When you hear the word trademark, you probably think of logos, brand names, or some catchy slogans. From Nike’s swoosh, McDonald’s golden arches, or Coca-Cola’s script. But in today’s celebrity-driven economy, trademarks go beyond companies. They’re personal. Celebrities are trademarking their nicknames, voices, signatures, and even their children’s names.
Some of these actions are clear safeguards for the brand. Others? They sound absolutely strange. However, every “weird” trademark has a plan. It’s regulating identity, guarding against abuse, and making money off of a celebrity. Now, let’s examine some of the most bizarre and astute celebrity trademarks from India and around the globe.
MS Dhoni: Owning “Captain Cool”
Mahendra Singh Dhoni, India’s cricketing legend, is admired worldwide for his calmness under pressure. The moniker “Captain Cool” has now become a part of his public persona. It is no longer a fan-made phenomenon.
An examination objection was raised against MS Dhoni’s trademark application for “Captain Cool” after it was filed on June 5th, 2023. The aforementioned objection was based on Section 11(1) of the Trade Marks Act, 1999. This meant that there was a chance that it would be confused with a mark that was similar and had been submitted by Prabha Skill Sports OPC Ltd. The aforementioned objection was ultimately dropped after Dhoni’s attorney argued that the nickname had taken on a secondary meaning that helped set him apart in the public eye.
Following the Registry’s acceptance of this argument, the mark was published in the Trade Marks Journal on June 16, 2025. This marked the beginning of a four-month period that ended on October 15, 2025, during which any third party could file an opposition against the mark’s registration.
Pro Tip: So even a casual nickname can become valuable like intellectual property if the public strongly associates it with you.
Shah Rukh Khan: Locking down “King Khan” and “SRK”
In India and abroad, Shah Rukh Khan has established one of the most powerful celebrity brands. He therefore registered “King Khan” and his initials “SRK” as trademarks to protect them. Now, why is this relevant? Think long term, of fan items, movie promotion, or sponsorships. If no trademarks existed, anyone could put “King Khan” on a tee and sell it. Trademark registration guarantees that only authorized goods bear its brand, protecting both earnings and reputation.
SRK’s strategy is part of a larger truth: in the era of fan culture and culture capital, a name is not merely a that but it’s an asset.
Amitabh Bachchan: Trademarking a Voice
Perhaps the most fascinating example in India is Amitabh Bachchan. The superstar hasn’t just trademarked his name and signature; he has trademarked his voice. That deep baritone is instantly recognizable across India. Unauthorised use may increase dramatically as AI voice cloning technology advances. Bachchan protects himself from exploitation by trademarking his voice.
Think about it: we live in a time when even a voice is property. Bachchan was smart enough to lock it down.
Global Oddities: Quirky Celebrity Trademarks Abroad
India isn’t alone in strange celebrity trademarks. Internationally, stars have gone even further. Beyoncé and Jay-Z trademarked their daughter’s name, Blue Ivy Carter, after discovering others were trying to file it for baby products.
Taylor Swift has trademarked phrases from her lyrics like “This Sick Beat” and “Cause We Never Go Out of Style”. It sounds excessive, but with her merchandise empire, these are business tools. Even Paris Hilton trademarked “That’s Hot”, a catchphrase from her reality TV days. She has even sued companies for unauthorized use. Famously, Donald Trump attempted to trademark “You’re Fired” from The Apprentice. Although partly rejected, it shows how far celebrities go to monetize catchphrases. The rapper 50 Cent tried to trademark his name for alcohol, clothing, and even video games. Michael Buffer, the boxing announcer, trademarked his phrase “Let’s Get Ready to Rumble!” and reportedly earned over $400 million in licensing.
These examples highlight a growing trend: words, sounds, and identities are business assets.
The Law Behind the Spectacle
So, how does the law allow all this? Trademarks in India are governed by the all-encompassing Trade Marks Act, 1999. The essential clauses are:
- According to Section 2(1)(zb): a trademark is any mark which includes names, words, sounds, signatures, and even colours that can be used to identify goods or services.
- Section 9: Uniqueness is required. If a nickname or phrase is closely linked to a well-known individual, it is deemed eligible.
- Section 11: Registration is forbidden if it conflicts with already-existing marks unless the applicant can show acquired distinctiveness.
- Passing Off Principle: As singer Daler Mehndi defended his personality rights in D.M. Entertainment v. Baby Gift House, celebrities, even if they are not registered, can sue if someone uses their image to mislead consumers.
Globally, similar laws exist. In the U.S., the Lanham Act protects trademarks. So, celebrities often rely on it to secure exclusive rights over names and catchphrases.
Why These Trademarks are Important
On the surface, these registrations appear odd. But they are understandable when you understand the reasons:
- Identity Protection: Avoiding misuse in advertising, endorsements, or imitation merchandise.
- Commercial Expansion: Developing nicknames or catchphrases into brands for clothing, events, or even restaurant chains.
- Cultural Control: Protecting their persona from being taken over in ways that damage their reputation.
- Future-proofing: With deepfakes, AI, and digital content, owning your face, voice, or slogan is more important than ever.
Case Study: Dhoni vs. SRK vs. Bachchan
- Dhoni (“Captain Cool”): Fan-based, commoditized in sports/entertainment.
- SRK (“King Khan” & “SRK”): Emphasizes worldwide stardom and avoids image dilution.
- Bachchan (Voice & Signature): Future-oriented, guards against AI abuse.
All three cases illustrate how Indian celebrities are catching up to speed with global branding.
The Strangest Trademarks Ever
Apart from celebrities, there are simply weird registered trademarks:
- Harley-Davidson attempted to trademark its engine roar.
- Hasbro has trademarked the smell of Play-Doh.
- Tiffany & Co. trademarked its own “robin’s egg blue.”
These oddities show the sheer breadth of what can be trademarked if it’s distinctive enough.
The Takeaway: Identity Is the New Property
The stories of Dhoni, Bachchan, and Swift tell us one thing for certain: in the 21st century, your identity is not just who you are; it’s a business asset. The law is gradually adapting to this new reality. It forces all of us to ask a very modern question: what parts of ourselves are worth protecting on paper? The answer, it turns out, might be more than we ever imagined.
For celebrities, trademarks are shields guarding against exploitation and swords creating revenue streams. For businesses, there are lessons in brand strategy: if you build recognition, protect it. What sounds like a weird ego move is usually a smart business strategy.
Author Details-Apoorva Lamba (3rd Year Student, Madhav Mahavidyalya, Jiwaji University, Gwalior)
