Chess Star To Brand Icon: Protecting Gukesh Dommaraju's Identity

In contemporary times, for brand marketing strategy, the use of public personas is increasingly becoming a powerful tool to engage consumers and forge emotional chords. The story of India's youngest ever chess grandmaster and prodigy, Gukesh Dommaraju is a great case for one whose attributes -mainly strategic acumen, tireless discipline, and enviable endurance, make him unique from others and quite lucrative from a commercial standpoint. In the age of social media, when public figures are very often on the cusp of perceived personal achievement of some significance and financial opportunity, individual identity rights have never been more important. Moment marketing is a practice of commercial entities taking advantage of more contemporary events or accomplishments, like a famous chess tournament victory for promotional purposes, which is particularly in evidence. For Brands, such marketing strategies could be very useful and the free personality rights of a person