King of good times keeps personal brand rolling

VIJAY MALLYA has never been a shrinking violet but the sell-styled ‘king of good times’ seems to be taking a leaf out of the Richard Branson guide to brand building. The Indian brewing and leisure magnate recently flew his private jet from Mumbai on a 34-hour whirlwind visit to New Zealand. His company, Kingfisher bought the Whyte and Mackay whisky label in 2007 and the trip was to collect three bottles recovered from Shackleton’s 1907 Antarctic expedition. Mallya’s plan is to recreate the whisky and market it as way of adding excitement to the brand. With his profile and appetite for the media spotlight it is perhaps debatable whether sponsorship of IPL and F1 adds more to the Kingfisher brand or vice versa. - 14/2/2011