On March 1, 2026, promotional videos appeared for the Chennai Super Kings (CSK) IPL jersey. These videos utilized music tracks, background scores, and dialogues from films featuring Rajinikanth, including 'Jailer', 'Jailer 2', and 'Coolie'. The use of this content led to a legal dispute centered on the unauthorized commercial exploitation of intellectual property.
A civil suit was initiated in the Madras High Court against the franchise. The legal action followed the discovery that the 'Hukum' song and 'Harbour Gang BGM' were included in promotional content without a license. This situation clarifies the risks associated with using popular culture assets in sports marketing campaigns.
Legal action involving a ₹1 crore damages claim
The petition filed by Sun TV Network requested a permanent injunction and ₹1 crore in damages for the infringement. The suit named several individuals, including CEO Kasi Viswanathan, Head of Finance Avinash Sridharan, and Head of Content Radhakrishnan Sreenivasan. The demand for financial compensation reflects the perceived value of the music and dialogues used.
The legal documents stated that the promotional videos exploited copyrighted works to aid the sale of merchandise. This includes the match jersey 2026, which was priced online at ₹2,399. The use of Rajinikanth’s film music was viewed as a strategy to influence sales in the South Indian market.
The Madras High Court received the petition which sought a full disclosure of revenues generated from the infringing campaigns. The court examined how the music of Anirudh Ravichander contributed to the commercial appeal of the team's promotional materials. This enforcement action shows that even major sports franchises must adhere to strict licensing protocols.
Commercial exploitation of the ₹2,399 IPL jersey
The promotion of the ₹2,399 official match jersey became the center of the copyright dispute. The petition noted: "The promotional videos mischievously exploited Sun TV Network's copyrighted works for aiding the sale of the match jersey 2026 priced online at Rs 2,399 and other merchandise." This indicates that the music was used to drive direct retail revenue.
Sun TV Network, through its film production arm Sun Pictures, asserted ownership over the dialogues and background scores. The argument presented in court was that the influencing effect of music from Rajinikanth films is significant for a team based in Chennai. These soundtracks provide a cultural connection that translates into consumer interest.
The lack of proper licenses for the 'Jailer' and 'Coolie' films led to the immediate legal challenge. In practice, the use of such assets for a commercial product launch requires explicit consent. The failure to obtain this consent resulted in the demand for revenue disclosure related to the jersey sales.
Court proceedings on March 13 for the IPL 2026 season
On March 13, 2026, the Madras High Court heard the initial arguments in the case. Justice Senthilkumar Ramamoorthy presided over the matter where the senior advocate for CSK, P S Raman, provided an update. The court was informed that the infringing content had already been removed from social media platforms.
The franchise committed to filing an affidavit to confirm that the songs would not be used again without a valid license. This includes obtaining either direct consent from the copyright owner or a Phonographic Performance Limited Licence (PPLL). The move to pull down the videos followed the filing of the civil suit.
The proceedings were adjourned to March 16 to allow for the formal filing of this affidavit. The legal representatives for the team assured the court that future content would remain compliant with the Copyright Act. This case shows how quickly legal enforcement can halt a major marketing campaign during the IPL season.
Unauthorized use of Hukum and Harbour Gang BGM
The specific works identified in the suit included the Hukum song and the Harbour Gang BGM from recent films. These tracks are part of the intellectual property owned by Sun TV Network and Sun Pictures. The use of these specific sounds was intended to enhance the launch of the IPL 2026 promotional videos.
The petition pointed out that music director Anirudh Ravichander and actor Rajinikanth have a massive influence on the target audience. Utilizing their work without payment or permission was characterized as a strategy to avoid licensing fees while benefiting from their fame. The suit also referenced dialogues from 'Jailer 2', which were allegedly part of the promotional mix.
The fact is that any commercial use of film scores requires a synchronization license or a specific performance license. The absence of these documents left the franchise vulnerable to a permanent injunction. The Madras High Court's involvement ensured that the rights of the music and film producers were recognized.
Requirement for a Phonographic Performance Limited Licence
A central point of the defense was the commitment to obtain a Phonographic Performance Limited Licence (PPLL) for any future music use. The senior advocate for the team stated: "We will file an affidavit to this effect... CSK would not use the songs without getting consent of the copyright owner or a Phonographic Performance Limited Licence (PPLL)."
This statement clarifies the legal standard for music use in commercial settings. The Copyright Act in India mandates that users must pay for the right to play or use recorded music for profit. The case leads to a better understanding of how sports teams must manage their digital content portfolios.
The dispute ended with a commitment to legal compliance. By agreeing to stop the use of the music and dialogue from 'Jailer' and 'Coolie', the team avoided further escalation of the injunction. This outcome serves as a guide for other organizations using celebrity-linked content in their advertisements.
Legal references explained
Copyright Act, IndiaThe Copyright Act is the primary legislation governing the protection of literary, dramatic, musical, and artistic works in India. It grants creators exclusive rights to control the use, reproduction, and distribution of their work, requiring third parties to obtain licenses for commercial use.