Zee sues Blinkit and Nykaa over copyright in social ads

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Zee Entertainment has filed separate lawsuits against Blinkit and Nykaa, alleging the brands used its copyrighted songs and content in social media promotions without obtaining commercial licences. Mint reports that Zee is seeking Rs 2 crore in damages from Nykaa, which has since removed the Instagram reels flagged in the suit. Blinkit has been summoned for a hearing on 14 August. The cases, which are unusual in targeting brands over viral marketing campaigns, could set a precedent for how companies use memes, songs and cultural references in advertising.

The lawsuits turn on the distinction between personal and commercial use of copyrighted material. While individuals can use copyrighted content on platforms like Instagram under the platforms' licensing agreements, brands may require separate licences. Legal experts quoted by Mint say courts will examine the overall impression created by the campaign rather than isolated elements. If Zee prevails, brands may shift toward original content and integrate copyright compliance into marketing strategy rather than treat it as an afterthought.