In a sharp rebuke that doubles as a reality check, the Bar Council of India (BCI) has slapped a notice on law firm DSK Legal for crossing a line the legal profession doesn’t take lightly—turning courtroom credibility into a marketing campaign.
The offending move? A social media reel starring Bollywood actor Rahul Bose, where he lavishes praise on the firm and urges viewers to place “blind faith” in its legacy. The reel, now deleted, was part of a campaign marking the firm’s 20-year milestone—but the BCI didn’t see it as a celebration. It saw a breach.
The Council’s notice, dated March 20, didn’t mince words. By banking on a celebrity face and framing years of practice as a seal of legal infallibility, DSK Legal, it said, had violated Rule 36 of the BCI Rules—a clause that forbids legal practitioners from advertising their services in any form.
“Such portrayals,” the Council wrote, “commercialize the profession, mislead the public, and shift focus from professional competence to promotional theatrics.”
The BCI has already been sounding alarms over the growing use of Instagram reels, influencer tie-ups, and flashy promos by law firms and individual advocates. It’s not the first warning, but this one lands with particular weight, as it signals a turning point in how the Council intends to enforce its ethics code.
Referencing previous warnings and the foundational values of the Advocates Act, the Council reminded the firm that “celebrity endorsements and advertising practices undermine the dignity of the legal profession.” If left unchecked, it warned, such campaigns could chip away at the public’s trust in the legal system itself.
DSK Legal has been ordered to scrub the video from all platforms and file proof of compliance. Additionally, it must submit a formal undertaking promising to steer clear of similar promotional ventures going forward.
In short: courtroom credibility isn’t for sale—and the watchdog is watching.
