Campaigns are built from other people's work: photographers, illustrators, models, musicians, stock libraries. Each of them may hold rights in what they made or in their likeness. If those rights are not agreed clearly, a campaign can have to be pulled, or a fee renegotiated, just as it starts to work.
Photography and illustration
Under India's Copyright Act, a photograph commissioned and paid for is generally owned by the person who commissioned it, unless an agreement says otherwise. In practice, photographers and illustrators often license rather than assign their work, so the contract is what matters. Write down where the work can be used, for how long, in which countries, and whether it can be edited.
People in the pictures
Anyone recognisable in a campaign image should sign a model release that covers the actual use: advertising, packaging, outdoor, social, and for how long. A release for a website does not automatically cover a billboard.
Music and footage
Music for ads usually needs a licence for both the composition and the recording, for the specific media and period. Stock footage and photos come with licence terms too, and many standard licences exclude things like trademarks, merchandise or very large print runs.
Keep the paperwork with the files
Store licences and releases alongside the assets they cover, with the expiry dates visible. The person reusing an image two years later needs to know whether they still can.
Agree it before the shoot
Usage terms negotiated after the images exist are always harder and usually more expensive. Settle them in the brief and the contract. This note is general information, not legal advice; a lawyer should review agreements for significant campaigns.
