Brands sent legal notice after latching onto Manu Bhaker’s win without sponsoring her

Legal notices for infringing Manu Bhaker’s personality rights are expected to be sent to brands who used photos or videos of the Indian Olympic medal winner in congratulatory marketing and advertisements without sponsoring her, according to an ET report.

Brands including Bajaj Foods, KapeeFit, LIC, FIITJEE, BSC Interiors, Oakwood International School, and Kineto among others, were the ones that came forward on social media to congratulate her on her win despite having never sponsored her or been associated with her in any manner.

The 22-year-old shooter recently won two bronze medals at the ongoing Paris Olympics.

In the past, the self-regulatory body Advertising Standards Council of India (ASCI) has called out such brands. During the Tokyo Olympics three years ago, it emphasised on how brands piggy-backing on athletes’ wins without permission violated its code.

In 2021, PV Sindhu and her agency Baseline Ventures took 20 brands to court for using her image and name for moment marketing without her consent or proper permission. The agency sought damages worth ?5 crore. The brand list included Perfetti Van Melle, Pan Bahar, Eureka Forbes, ICICI Bank, HDFC Bank, Vodafone Idea, MG Motor, UCO Bank, Punjab National Bank, and State Bank of India among others.

It is to be noted that, even in markets like the US and Europe, celebrities in large numbers have pursued litigation in such cases.

According to the ASCI code:

“Advertisements shall not, without permission from the person, firm or institution under reference, contain any reference to such person, which confers and unjustified advantage on the product advertised or tends to bring the person, firm or institute into ridicule or disrepute. If and when required to do so by ASCI, the advertiser and the advertising agency shall produce explicit permission from the person, firm or institution to which reference is made in the advertisement.“