Vijay Mallya- The man who changed the way of advertising with personal branding

 

The King of Good Times, the liquor tycoon and a thief of Rs 9000 Cr public money, Vijay Mallya has been known for various reasons. A young guy in India who won the Exide Grand Prix to the first man from India who owned an F1 team, he was quite a distinguished personality. He never shied away from showing off the wealth he has. Through that procedure, he had built a brand for himself, and change the way branding took place in India.

He took over UB in the late 20s when his father passed away after a sudden heart attack. A liquor business was a difficult thing to do in India back then, with a lot of objections from various groups and the government. He came up with the idea of pubs and this boosted his sales for beer in the pubs, started in Bangalore. The government then banned advertisements related to alcohol. He found an amazing way to sell that- videos and experience related to Kingfisher Soda. He built a lifestyle around the product, that talks about good times. The tune of ‘Oo la la la la le o’ is recognised by everyone, especially the 90s born. The plus factor amongst his campaign was always that Vijay lived a life like that. He portrayed something which he does. He would not shy away from naming his cars or that he consumed his own company’s alcohol. He was something people looked at as a real-life example and if you ask me, it was the best method of personal branding.