India, July 19 -- In this part of the world 'Captain Cool' resonates more than 'Captain America'. Recognising this, MS Dhoni, who makes only an annual IPL appearance but still dominates consumer mind space, took the successful first step in June to trademark a title that has been his second name for the best part of an illustrious career.

India's Controller General of Patents, Designs and Trademarks "accepted and advertised" Dhoni's plea and should there be no objections over 120 days, it would clear the way for one of Indian cricket's most celebrated captains to open a chain of coaching centers, if he likes, trademarked Captain Cool.

A few cricketers have tried business ventures exploiting their name such as Sachin Tendulkar and Zaheer...