The Monthly Episode - December 2021 - The Billionaire Episode - 17
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The only thing that made everything end was that he was excessively optimistic and if his airline business had not gone wrong then the narrative would have been something else. His story tells us that sometimes to make good decisions in business we need to be pessimistic. What is the story of the king of good times? Vijay Mallya’s father, Vittal Mallya was sort of a secretive millionaire, he was the chairman of one of the biggest empire of brewing “United Breweries”. In 1983, when Vijay turned 28, his dad died and he suddenly had to shift from being very carefree to a responsible young man in order to run this huge business his father had created.
The liquor baron Vijay Mallya wanted to change the Indian perspective towards alcohol and drinking culture. He never wanted to be secretive like his father, however he always wanted to be recognized, and contradicting his father’s prediction he actually did really well. The business with kingfisher was going fine then at that time in 1995 the Indian government banned advertisements of alcohol on televisions. Accordingly Vijay became a pioneer in different kinds of advertisements, from the jingle ♪ ooh, la, la, la, ooh, la, oh ♪ to the adverts for kingfisher sodas, he was advertising beer in surrogate manner i.e, he wasn’t advertising for the beer but kingfisher ultimately was communicating with the audience. Therefore this ban didn’t come out as a barrier for him into selling the culture of enjoying drinking to Indians.
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