Vijay Mallya: Rebranding a Persona
The Evolution of a Brand Image
When it comes to branding, Vijay Mallya has mastered the art of embodying a persona—both behind the scenes and in the public eye. Inspired by the likes of Richard Branson, whose charisma and bravado transformed Virgin into a household name, Mallya adopted a similar approach. He quickly earned the moniker “The King of Good Times,” a title that defined not just a brand, but a lifestyle.
Crafting a Celebration
Mallya’s Kingfisher Villa in Goa became a hotspot for the elite, turning into a lively party central where the celebrations served as some of the most effective brand advertising imaginable. Drawing inspiration from the iconic Pirelli calendar, he rolled out the highly anticipated Kingfisher Bikini Calendar, cleverly emphasizing that Kingfisher was much more than just a beer—it was a statement of indulgence and style, merging the realms of beer and fashion.
Shifting Perceptions in Consumer Psyche
In the world of marketing, it’s crucial to understand that brands exist in the minds of consumers. Over time, the diligent work ethic of Vijay Mallya was overshadowed by his public persona, which has often been reduced to that of a party-goer. Despite putting in 15-hour workdays, this image of revelry and leisure began to define how the world perceived him.
The Allure of Overt Flaunting
In this era of branding, Page 3 headlines intriguingly eclipsed the cover stories of esteemed publications like Fortune and Forbes. The narrative spun around Mallya became more about enjoyment and glamour than hard work and perseverance. In a sense, he was performing a role in a never-ending play, where the part of the party king was not just expected, but demanded.
Persona Branding: The Double-Edged Sword
The essence of Mallya’s branding was a larger-than-life portrayal—a splurging figure basking in revelry. Unfortunately, the very imagery that elevated him also painted him as a frivolous character or a spoiled brat. When business partnerships and political connections sought a slice of this extravagant pie, they flocked to him. Yet, when circumstances took a turn for the worse, many distanced themselves, leaving him isolated amidst a tide of disloyalty.
Lessons in Persona Branding
The saga of Vijay Mallya offers an essential lesson for aspiring personal brands. My unsolicited advice? Stay authentic. Embrace your true self. Whether you enjoy the high life or find joy in simple pleasures like curd-rice paired with single malt, let your genuine personality shine.
Stop forcing yourself into a role that stifles your true nature.
The Pitfalls of Persona Branding
When done incorrectly, persona branding backfires. Mallya’s missteps serve as a case study in how the disconnect between image and authenticity can lead to downfall. In stark contrast, his father, Vittal Mallya, enjoyed a lasting legacy. The road in front of UB City in Bengaluru is named after him, a testament to his positive branding. Sadly, Dr. Vijay Mallya may never achieve such honors.
Conclusion: Be True to Yourself
In the riveting world of branding, authenticity is paramount. As the tale of Vijay Mallya shows, when you construct an identity that conflicts with your essence, the repercussions can be dire. Therefore, embrace your individuality—whether flamboyant or understated—and let that authenticity guide your branding journey.
The author is a brand guru & founder of Harish Bijoor Consults Inc.
Views are personal.
