by Bollywood’s cinematic landscape has once again been stirred—not by a dramatic plot twist or blockbuster box office figures—but by a legal and intellectual property clarification that has sent ripples through the industry. On January 10, 2026, Digital18 Media Private Limited published a strongly worded public notice asserting its ownership and exclusive rights over the OMG (Oh My God) franchise, in the wake of mounting buzz around the rumored third installment, Oh My Goddess. The development has sparked conversation across trade circles, raising questions about rights ownership, franchise control, creative direction, and how the business of Bollywood navigates legacy intellectual property in an era of expanding cinematic universes.
This article explores the significance of Digital18’s notice, the legal context surrounding franchise rights in Indian cinema, the buzz around Oh My Goddess and OMG 3, and what this means for the future of one of Bollywood’s most socially relevant cinematic properties.
I. The Public Notice: A Legal Ploy or Industry Reminder?
On January 10, 2026, the entertainment conglomerate Digital18 Media issued a formal public notice in Atul Mohan’s Complete Cinema magazine, an established platform read by industry insiders, asserting its exclusive ownership and legal rights over the Oh My God franchise. In the notice, Digital18 explicitly prohibits any entity from developing, marketing, producing, or announcing derivatives, sequels, prequels, spinoffs, or any franchise extensions related to OMG 2 (2023) without its written consent.
According to the notice, Digital18 is the successor‑in‑interest to the studios business of Viacom18 Media Private Limited, following a court‑approved Composite Scheme of Arrangement that took effect on November 14, 2024. As a result, Digital18 is now the joint owner and co‑proprietor of all derivative and franchise rights arising from the film OMG 2, including the associated goodwill, brand value, and public association.
The notice places “all persons and entities” on alert that unauthorized communication, arrangement, or action related to the development, production, financing, announcement, or promotion of sequels or related works—directly or indirectly tied to the OMG franchise—without prior approval will be considered infringement of proprietary rights. It also cautions that the use of titles, branding, or promotional elements deceptively similar to “OMG” could constitute misrepresentation and dilution of Digital18’s legal rights.
Why Now?
While it’s not unusual for rights holders to make public legal statements, the timing of this notice has drawn particular attention. It follows recent reports suggesting that a third installment of the OMG story—reportedly titled Oh My Goddess—is in development and expected to go on floors as early as February 2026.
Industry speculation suggests that this surge in franchise talk may have prompted Digital18 to preemptively guard its intellectual property, ensuring that no party attempts to capitalize on the brand without proper authorization. In an era where cinematic universes and branded sequels dominate global entertainment, establishing clear rights boundaries early is critical to protecting both commercial and creative legacies.
II. Understanding the OMG Franchise
A. The Origins: OMG – Oh My God! (2012)
To fully appreciate the significance of Digital18’s notice, it helps to step back and examine the OMG franchise itself. The original OMG – Oh My God! (2012) was a satirical comedy drama that became a cultural touchstone for its bold examination of religion, blind faith, and belief systems in India. Directed by Umesh Shukla and starring Paresh Rawal and Akshay Kumar, the film followed an atheist protagonist who sues God after losing his shop in an earthquake and discovers larger philosophical truths in the process.
The film’s daring subject matter—taking on entrenched religious practices while maintaining humor and heart—made it both commercially successful and socially impactful, prompting conversation about spirituality and institutional authority in Indian society.
B. The Second Chapter: OMG 2 (2023)
Unlike many Bollywood sequel structures that simply continue a character’s journey, OMG 2 (2023) was conceived with a social theme at its core—this time tackling issues surrounding sex education in India. Directed by Amit Rai and starring Akshay Kumar, Pankaj Tripathi, and Yami Gautam, the film offered audiences social commentary wrapped in the familiar OMG brand.
Though not a direct narrative continuation of the first film, OMG 2 was still positioned as a spiritual successor, employing the OMG umbrella to explore topical issues with a blend of humor and earnest messaging. Because of this franchise association—and Akshay Kumar’s return—the film carried the weight of public expectation and attention.
C. Franchise Elements and Rights Complexity
The OMG brand, with its strong thematic identity and recognizable title, carries significant brand equity. The rights associated with sequels, titles, trademarks, narrative continuity, and merchandising can be extensive—and, if not carefully controlled, may lead to dilution or unauthorized exploitation.
Intellectual property law recognizes that franchises often extend beyond a single film, encompassing trademarks, titles, logos, character likenesses, marketing rights, and more. Ownership disputes or unclear rights can lead to legal battles—as witnessed in Hollywood and global cinema multiple times when studios or creators disagree on ownership of sequels, spinoffs, or derivative works.
In Bollywood, while disputes of this nature have occurred, public notices of this kind are relatively rare and signal a firm stance by the rights holder.
III. The Buzz Around Oh My Goddess and OMG 3
A. Latest Reports: A New Chapter in the OMG Universe
Amid Digital18’s public notice, reports have surfaced that a third installment of the OMG franchise is in active development, reportedly titled Oh My Goddess. According to entertainment news outlets, the film is expected to go on floors in February 2026—a timeline that coincides closely with the rights notice, suggesting a possible connection between the two developments.
Sources indicate that the project will star Rani Mukerji in a lead role, marking a fresh direction for the franchise. While initial reports suggested that Akshay Kumar—a franchise mainstay—might make only a brief cameo, insiders revealed that his involvement is more substantial, with screen time comparable to his role in OMG 2.
B. What Oh My Goddess Could Mean for the Franchise
The rumored storyline and title of Oh My Goddess suggest a potential thematic shift from previous OMG films. While both earlier entries focused on social issues through a satirical lens—religion in the first and sex education in the second—the new title Oh My Goddess may indicate a deeper engagement with gender, divinity, and cultural narratives involving the divine feminine.
Whatever its exact story, the film has generated buzz for several reasons:
- Star Power: Pairing Rani Mukerji with Akshay Kumar adds a dynamic that has not yet been seen on screen, generating curiosity and discussion within Bollywood circles.
- Brand Evolution: The shift in title—from OMG 3 to Oh My Goddess—signals an evolution within the franchise, potentially widening its thematic scope.
- Audience Expectations: Fans of the franchise may see this as a fresh creative chapter, while others might regard it with skepticism depending on the narrative direction.
C. Rights, Titles, and Why Digital18 Felt the Need to Act
The timing of Digital18’s public notice suggests that Oh My Goddess—or its early reporting—may have triggered the need for rights clarification.
Under intellectual property principles, announcing or developing sequels, spin-offs, or derivative works without the express authorization of the rights holder can constitute infringement. This includes the use of titles, branding, or marketing associations that may be confusingly similar or suggest an affiliation that doesn’t exist.
In the case of Oh My Goddess, even the creative use of the OMG brand—if not approved—could risk legal complications, especially if unofficial parties claim association or attempt to attach commercial rights to the franchise without consent.
Digital18’s notice therefore appears to be a preventive legal measure, ensuring that all potential collaborators and industry players are aware that the OMG franchise belongs to them and that no unapproved development will be tolerated under applicable law.
IV. The Broader Context: Franchise Culture in Indian Cinema
While franchise culture has long been entrenched in Hollywood—with cinematic universes, spin-offs, and cross‑media storytelling becoming the norm—Indian cinema has been slower to formalize such structures, though that is changing rapidly.
A. The Rise of Franchise and Serialized Storytelling
In recent years, Bollywood has increasingly explored:
- Narrative franchises, such as Dhoom, Golmaal, and Tiger
- Character‑based continuations, like Don and Police Story
- Thematic universes, such as those built around cop dramas or supernatural elements
With this growth, the complexity of rights ownership, title protection, and cross‑market use has increased. Public notices asserting rights are part of a maturing industry, one where studios and creators recognize the value of clarity and legal safeguards.
B. Why Rights Clarity Matters
Rights clarity is crucial for several reasons:
- Protecting Brand Equity: A well‑established franchise carries market value that must be protected from unauthorized use or dilution.
- Avoiding Legal Disputes: Early clarification reduces the risk of lawsuits further down the line, saving time and money.
- Creative Control: Rights holders can ensure that sequels or spinoffs align with the franchise vision and quality standards.
- Monetization: Licensed use of franchise elements—such as merchandising, streaming rights, or ancillary products—must be governed by clear contracts.
In this light, Digital18’s public notice can be seen as a strategic assertion, aligning with global best practices in managing intellectual property for major entertainment brands.
V. Industry Reaction and Fan Speculation
The buzz around Digital18’s notice has sparked reactions across Bollywood trade platforms and fan communities.
A. Trade Circles Weigh In
Industry insiders view the notice as a smart preemptive strategy. In an era where information leaks travel fast and projects gain public consciousness months before formal announcements, rights holders must act decisively to ensure their interests are safeguarded.
Some industry analysts have noted that by publicly asserting rights, Digital18 has not only reminded potential collaborators of the importance of clearance agreements, but also potentially increased the publicity around Oh My Goddess—intentionally or otherwise.
B. Fan Reactions
Fans have also taken to social platforms with mixed reactions:
- Some see Digital18’s move as protective and necessary, ensuring franchise continuity and integrity.
- Others speculate whether Oh My Goddess will really materialize, or whether the legal complexities might delay or reshape the project.
- A section of the audience is curious to see how Rani Mukerji and Akshay Kumar will interact on screen and how themes may evolve in the new chapter.
VI. Conclusion: What This Means for Bollywood and the OMG Franchise
Digital18’s public notice over the OMG franchise rights marks a significant moment in Bollywood’s engagement with franchise ownership and intellectual property stewardship. It underscores a growing trend where commercial franchises are not merely cinematic sequels but carefully managed brands with legal frameworks that protect their long‑term value.
For fans of the OMG series, the notice serves as both a reassurance and a challenge—reassurance that the franchise’s rights are being carefully managed, and a challenge to creators and studios to uphold the integrity and spirit that made the originals so memorable.
Whether Oh My Goddess ultimately becomes a blockbuster sequel, a bold thematic spin‑off, or an altogether new incarnation inspired by the OMG ethos, one thing is clear: the conversation around franchise ownership and creative rights in Indian cinema is evolving—and Digital18’s public notice may just be a turning point in how that evolution unfolds
