New Delhi, Aug. 9 -- Zee Entertainment Enterprises Ltd has sued Blinkit and Nykaa in separate lawsuits, alleging the brands used copyrighted content in social media campaigns without permission. The cases could have implications beyond the two brands, forcing marketers to rethink where the line lies between clever cultural references and copyright infringement.

Mint explains the disputes, why they matter and what they mean for brands.

Zee alleges that Blinkit and Nykaa used its copyrighted content in promotional social media campaigns without obtaining required commercial licences.

In Nykaa's case, Zee has accused the beauty retailer of using songs from its catalogue to promote products. Nykaa has since taken down the Instagram reels i...