<FONT COLOR="#FF0033"><B>FICCI Frames ’06:</B></FONT> You should be able to talk to the brand: Dr Vijay Mallya

“As the brand ambassador of Kingfisher, I did things that I wasn’t comfortable doing,” said Dr Vijay Mallya, chairman of the UB Group. “But that has intertwined my identity with that of Kingfisher and the two entities have become inseparable.”

Mallya began his journey with the UB Group in 1979 after he returned from the US. At the time, the UB Group was planning a re-launch of its beer brand, Kingfisher.

Mallya said, “Back in 1979, there was no scientific method of market research, so I started visiting colleges to seek the opinion of the students. And there I learnt the first lesson in this business. In order to obtain correct information, you need to ask the right question.”

He then approached a small advertising agency and came up with a cheerful and colourful label for Kingfisher. “My biggest challenge was to get that ad off my desk,” quips Mallya.

During those days, television meant Doordarshan; satellite television was an unknown concept. Advertising of liquor was banned on television, in print and all other mass media vehicles. In short, Mallya didn’t have any mass media opportunity.

Mallya said, “We tried to understand the aspirational values of upcoming India. We concluded it was all about excitement and having fun. So we ventured into fashion, music and sports.”

“In addition, I became the brand ambassador for Kingfisher and, suddenly, I caught the attention of the media. They labelled me a playboy, frivolous and a big spender. But it suited me perfectly because it solved my purpose of establishing the brand Kingfisher. Today, Kingfisher and I are two inseparable identities. My presence has given the brand a personality and a life.”

Today, most brands seek celebrity endorsements to increase their visibility. Mallya didn’t quite agree with that. He felt, “In terms of endorsing the brand, the CEO or the people behind the organisation should carry the task. Celebrities can endorse the brand, but they will just do a high quality job because of the good bucks, without establishing any sort of emotional connectivity with the brand.”

Mallya admitted that the life of a brand exceeded that of the brand ambassador. In such a situation, the successors should carry the task forward on behalf of the early leader.

Mallya concluded, “The CEO is the best hoarding for the brand. Brands that belong to the heart of the ambassador go a long way.”

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