CAN YOU COPYRIGHT A VIBE? THE LEGAL PROTECTION OF "JHAKAAS" AND CELEBRITY MANNERISMS

A specific energy, a signature catchphrase, or a unique physical mannerism, colloquially known as a "vibe", can become instantly monetizable. This reality poses a fascinating challenge to traditional intellectual property frameworks. Historically, intellectual property law has struggled to categorize intangible elements of a personality. A book is copyrighted; a brand name is trademarked; an invention is patented. But what about a celebrity's signature strut, or the specific cadence and delivery of a single word like "Jhakaas"? Recent legal developments, particularly in India, suggest that while you cannot technically "copyright a vibe," the law is vigorously evolving to protect the commercial "persona" through the lens of personality rights.