In the world of fame and fandom, a celebrity’s name, dialogue, or even a signature pose can carry more brand value than traditional advertising. What was once a witty line in a movie or a quirky personal catchphrase can now be trademarked—and legally protected—just like a company logo. With the rise of social media, AI content, and meme culture, the line between personal identity and intellectual property is blurring fast.
So, how does a celebrity protect what makes them
What is a Trademark?
Trademark law traditionally protects names, symbols, and designs used in commerce. But when a celebrity’s persona be it a line, voice, pose, or gesture becomes recognizable and monetizable, it can qualify as a trademark if:
- It is distinctive,
- Used in commercial contexts, and
- Directly associated with that individual.
The Registration of trademark is based on the the basic factors mentioned above under section 2(zb) and further it looks into the grounds of refusal of trademark mentioned under section 9 and section 11 of the Trademark Act 1999.
This gives rise to what we now call personality trademarks or publicity rights—the legal right to control and profit from your own identity.
India’s Growing Interest in Personality Rights
India is seeing a rising trend of celebrities protecting their unique traits through trademark law and right of publicity.
1. Jackie Shroff’s “Bhidu”
In 2023, Jackie Shroff filed for a trademark on his famous slang “Bhidu”, often used by him in interviews and public appearances. He also sought protection over his voice and image, especially against misuse in AI-generated content and memes. It’s a modern-day reminder that even casual expressions can carry commercial value.
2. Anil Kapoor’s “Jhakaas” and Digital Persona
Anil Kapoor took a major step by approaching the Delhi High Court to protect his entire digital personality—including his name, voice, image, and even iconic phrases like “Jhakaas.” The court recognized the misuse of his identity through deepfakes and granted him interim relief, making it a landmark case in the digital age.
3. “How’s the Josh?” – Uri (2019)
This viral dialogue from the film Uri became a pop culture phenomenon. The production house, RSVP Movies, quickly trademarked the phrase to use it in promotions and merchandise.
Going Global: Iconic International Trademarks
India isn’t alone in recognizing the value of celebrity identity. International celebrities have been monetizing their personas for years.
1. Donald Trump – “You’re Fired!”
Made famous through The Apprentice, Trump trademarked this catchphrase for use in board games and merchandise. It became as synonymous with him as his political persona.
2. Michael Buffer – “Let’s Get Ready to Rumble”
Buffer’s booming catchphrase, used in boxing rings worldwide, has reportedly earned him over $400 million in licensing. Yes, you read that right—a single line, trademarked and licensed across video games, commercials, and events.
3. Paris Hilton – “That’s Hot”
Socialite Paris Hilton trademarked this phrase and even successfully sued Hallmark when it appeared on one of their cards without her consent.
4. Usain Bolt’s Victory Pose
The Olympic champion filed a trademark for his iconic “lightning bolt” celebration pose to use on clothing, accessories, and sports gear.
Names and Logos as Celebrity Trademarks
Beyond phrases, many stars also trademark their names or stylized versions for business ventures.
- Shah Rukh Khan (SRK) has trademarked his initials and name for use in entertainment and branding.
- Sachin Tendulkar owns trademarks over “SRT” and his signature, often used in sports goods and events.
- Beyoncé and Jay-Z have trademarked their children’s names for future brand ventures.
- Taylor Swift has trademarked multiple lyrics and even her initials.
Why Trademarking Matters for Celebrities
- Control Over Brand Usage: Prevents unauthorized commercial use (especially in ads, AI content, or deepfakes).
- Revenue Generation: Enables licensing, endorsements, and merchandising.
- Legal Shield: Helps fight impersonation, misuse, or identity theft.
Challenges in Protecting Personality
- Generic Terms: Common phrases (like “Taco Tuesday,” which LeBron James tried and failed to trademark) may not qualify.
- Proof of Commercial Use: The celebrity must show actual or planned business use.
- Public Interest vs. Private Rights: Courts sometimes balance free speech and parody rights against personality rights.
From “Bhidu” to “You’re Fired!”, celebrity identity today is more than just star power—it’s intellectual property. As the legal landscape evolves, especially with the rise of AI-generated content and deepfakes, protecting personality is not just a luxury, but a necessity.
Whether you’re a Bollywood icon, a global pop star, or a sports legend—if the world knows you for something iconic, you better trademark it before someone else does.
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