Non-sponsoring brands who use photos and videos of Indian Olympic medal winners in their ads will receive legal notices for violating personality rights, according to executes representing India’s top athletes.
22-year-old Manu Bhaker, India’s ace-pistol shooter who won a bronze medal at the Paris Olympic Games on Sunday, has received several congratulatory messages from unassociated brands that have never sponsored her. They include Bajaj Foods, LIC, FIITJEE, Oakwood International School, Praneet Group, Radha TMT, Apricot Bioscience, Kineto, Xtrabrick Realtors, and Parul Ayurved Hospital.
“Almost two dozen brands not affiliated with Manu have released congratulatory ads on social media featuring her images. This constitutes unauthorised ‘moment marketing,’ and legal notices will be served to these brands,” said Neerav Tomar Managing Director of IOS Sports & Entertainment, which manages Bhaker, told the Economic Times.
After Manu Bhaker’s legal team’s warning shot, some brands like Bajaj Foods, LIC and FIITJEE have taken the congratulatory posts from the social media profile. However, many continue to retain the posts.
Currently, Bhaker endorses Performax Activewear for sports gear and fitness fashion. However, around six other brands are also negotiating to sign her for endorsements.
Manu Bhaker’s case is not an isolated one and represents a growing worry among the sports community of the country. Several other Indian athletes at the Paris Games have also faced similar problems with non-associated brands.
“Brands that do not sponsor our athletes cannot legally use their images in advertisements. If they do, we will take strict legal action,” said a spokesperson from Baseline Ventures, the firm that represents boxer Nikhat Zareen and badminton players Chirag Shetty and Satwiksairaj Rankireddy.
Back in 2021, Baseline Ventures, the sports marketing agency for badminton player PV Sindhu, also sent legal notices to 20 brands who used her name and picture to congratulate her on winning a Bronze medal at the Tokyo Olympics 2021.
While there are laws in place for such actions, celebrities and sports players in India have not pursued many legal cases with the same vigor as their European or American counterparts. One hopes that this experience will mark a changing trend in the industry and incentivize brands to post more responsibility.
