New Delhi: India teenager Prithvi Shaw came in for high praise from fans, former cricketers, teammates and others after scoring a superb century on debut against the West Indies in the first Test in Rajkot last week. However, the appreciation for the Mumbai batsman has landed three companies in legal trouble.

The cricketer's managing company Baseline Ventures has pursued legal action against companies like Swiggy, Freecharge and Amul for using Prithvi’s name on social media. The firm has sent cease and desist notices to them seeking a sum of Rs 1 crore each as compensation. The creatives of the three companies on Twitter, have landed them in soup.

Here are the tweets:


Swiggy’s creative used Prithvi's name and was not authorised according to his managing firm. In a statement to Economic Times, Baseline Ventures said that some brands were cashing in on Prithvi’s name and fame without its authorisation.

The Swiggy creative on Twitter said, “Firsts we'll remember forever: First bite of Rasmalai, First innings of Prithvi Shaw.”

The MD of Baseline Ventures, Tuhin Mishra, reacted to the tweet saying it was “disappointing” and “ambush marketing”.

“This is not only unfair to the player's achievements but also to other genuine current sponsors and potential sponsors of Prithvi who pay to associate and play by the rule books,” Mishra said.

The MD also issued a statement of taking legal action against other companies with similar instances of "ambush marketing".

On such instance is of the dairy giant, Amul. It tweeted, "Shawbash! Amul Prithvi ka favourite makhan!” with the Amul girl and the opening batsman in the background.

In its response, a Swiggy spokesperson acknowledged receiving the notice and said that it is being evaluated by its legal team. However, the company also remarked that it believes that the notice was sent on wrong facts as there is no case of infringement.

"It was a bona fide usage as we as a company are also proud of Prithvi Shaw and his century in his debut match," the spokesperson said.