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Passion, innovation, leap of faith separates good brands from great ones: Mallya
NEW DELHI: Passion, innovation and leap of faith is what separates good brands from great brands, according to flamboyant entrepreneur Vijay Mallya whose business empire spreads across liquor, airlines and media and entertainment industries.
Speaking at the concluding day of the 6th CII Marketing Summit 2005 organised by Confederation of Indian Industry (CII) here today, Mallya dwelt on the rise and development of the Kingfisher beer and airlines brand.
In his own inimitable style he explained how the Kingfisher brand creation and management has transcended the traditional parameters of branding and striven to create a unique experience that encapsulates the passion and excitement that the brand has come to represent today.
And, Mallya did not forget to mention — while tracing the development of Kingfisher — that this conversion of the brand equity and image was done by investing a mere Rs 200,000 when he decided to chart a different path for Kingfisher in the United Breweries stable.
United Breweries is the holding company under which Mallya carries out his various liquor-related businesses, including various mergers and acquisitions.
With government-imposed stringent restriction on marketing and communication of alcoholic beverages, Mallya regaled the audience with a story of how he would spend times in pubs and bars in Bangalore experiencing consumers first hand and noting their attitudes and behavior towards different drinks and brands.
Acknowledging that the alcohol industry has one of the highest loyalty rates in any category, Mallya, however, stated that he built the brand embodying the spirit and passion, coupled with the aspirations and upward mobility of the young consumers he encountered in the pubs of Bangalore.
“Everything that went into the brand development and franchise had to connote the strong passion and excitement that is associated with the (Kingfisher) brand,” Mallya said.
With both the speaker and the audience not satisfied with just listening to the outlines of the brand building exercise relating to Kingfisher, Mallya then went on to speak about the then unconventional methods of marketing that used in developing the equity of the brand.
From sponsoring music bands and associating music with Kingfisher to fashion shows and showcasing designers at international events, to sponsoring the West Indies cricket team (which he said was to capture the Calypso passion), Mallya said, “tried to think like a Kingfisher and build that personality into the brand.”
Giving the brand a personality through these factors helped create a unique proposition, which denoted just one thing — the ‘King of Good Times’ — and that was the mantra that has been communicated, according to Mallya who sports his salt and pepper beard and hair with great aplomb.
Dwelling on Kingfisher Airlines, Mallya highlighted some key brand development initiatives. From referring to all passengers as guests, the brand was created with the same ideals and passions that dictate the main Kingfisher brand.
“The airline could never be a low cost airline, because Kingfisher does not stand for low cost. It stands for superior value at a great price,” he explained, adding the target consumer was the same for the airline as was for his beverage brands.
The airline, which has now carried over 50,000 guests, is built around the Kingfisher class of travel that Mallya described as better than economy and even better than business. The proposition of best value and other brand parameters of the Kingfisher brand, such as fashion, music and good times, have all been incorporated into the airline’s service and operations.
“This can be seen in the crew, the entertainment service on board, the food, etc,” Mallya said.
And does he still carry out first hand surveys in the pubs of the country? Not really, but whenever brand managers and senior marketing professionals are recruited, the first criteria on which he judges them is to see the passion and excitement that they have for the brand.
According to him, he expects the same passion as he has for the brand and that brand managers must truly appreciate the brand and must live it.
Taking from the theme of the conference and the theme paper, prepared by CII and the Knowledge Partner, Henley Centre, Mallya highlighted the fact that the basic marketing mindset must change in order to build powerful brands.
He said that passion, innovation and a leap of faith from the traditional parameters and criteria of brand building is what separates good brands from great brands.
Coming from a man who is regarded as the Richard Branson of India, the audience couldn’t but agree with Mallya.
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Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
