The song was free. The reel wasn’t.

A copyright dispute between Nykaa and Zee Entertainment has sparked fresh discussions on the legal risks brands face when using popular music in social media marketing. The case, currently before the Delhi High Court, raises an important question: does music available on Instagram automatically come with commercial usage rights?

The legal battle began after Zee Entertainment alleged that Nykaa used songs from its music catalogue in promotional Instagram reels without obtaining the necessary commercial licenses. The company has reportedly sought damages of around ₹2 crore, and nearly a dozen reels identified in the complaint have already been removed from the platform.

At the center of the dispute is the distinction between personal and commercial content. While music available in Instagram's in-app library is generally licensed for personal use, legal experts note that branded advertisements promoting products or services may require separate permissions from the copyright holders.

The case also highlights the complexity of music licensing, where different rights—including composition, lyrics, sound recording, and synchronization rights—may belong to separate owners. Simply selecting a trending song from a social media platform does not necessarily grant businesses the right to use it in advertising campaigns.

Nykaa has reportedly sought to involve Meta, arguing that the platform's music library and licensing representations are relevant to the case. The court is expected to examine the responsibilities of content owners, digital platforms, and businesses using copyrighted material for promotional purposes.

Legal experts say the dispute serves as an important reminder for startups and brands to review copyright permissions before publishing marketing content. As social media advertising continues to grow, companies are being urged to establish stronger content licensing practices to avoid costly legal challenges in the future.