Ace shuttler PV Sindhu, winner of the ongoing Tokyo Olympics in Tokyo, sends notices to 15 companies using his name and pictures in advertisements without his permission.
Commercial company Baseline Ventures with portfolio of badminton player sends notifications to Happydent (Perfetti), Pan Bahar, Eureka Forbes, ICICI Bank, HDFC Bank, Vodafone Idea, MG Motor, UCO Bank, PNB, SBI, Kotak Mahindra Bank, Fino Payments Bank, Maharashtra Bank, Indian Bank, Wipro Lighting.
The above-mentioned products were on social media to congratulate Sindhu on winning the bronze medal in the games and using his name and photos and company logo in the post.
Although many brands refer to this as momentary marketing, it is considered illegal before the product to use an athlete’s name without permission or contract.
Commenting on the impact of the celebrity relocation, Yashwanth Biyyala, Director – Talent and Partnerships at Baseline Ventures, said, “It hurts the celebrity. . “
He added, “Brands who are IOC partners are not able to place Sindhu in a congratulatory position due to the 40th Olympic law that products cannot advertise this exit season without the permission of the IOA (Indian Olympics Association).”
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That’s why Sindhu didn’t thank his sponsors or donate anything.
This is not the first time brands have used short-term marketing but products using such strategies come under the auspices of the Advertising Standards Council of India (ASCI).
Biyyala said the products violated the rights of each player.
And that is why sports marketing firms are taking action against brands that use the names of athletes to the next level.
“This (sending notifications to firms) is a start and we are building roads. We are certainly not in the process of sending a notice and leaving it.”
He also said that many sports advertising firms have reached out to Baseline Ventures and that the brands have done the same with their players.
“They asked if they could join us and take all the products,” Biyyala said.
Bharadwaj Jaishankar, Partner, Induslaw pointed out that brands need to be careful when using the name, image and other similarities of celebrities and celebrities, including athletes.
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“Famous people as well as celebrities have the right to control the use of their name, image and other identities – Human Rights / Copyright. Indian and international courts have continued to promote and recognize such rights and discontinue any unauthorized use.”
He also said, “I would recommend, in all cases such cases, that I obtain permission / license from these celebrities and celebrities before using their name, photo and other similarities.”
