Explained: Why PV Sindhu is suing some brands

The writer is a counsel with Trilegal. Views are personalThe news of PV Sindhu taking some well-known brands to court followed close on the heels of her historic bronze medal at the Olympics. These brands had put up congratulatory posts on social media using Sindhu's name and image, and appeared to be capitalising on her achievement to increase their brand visibility. This technique of “moment marketing” has been used by some brands to great