Group''s acquisition Scottish distiller Whyte & Mackay, a move which elevated
the group to second place in the global spirits market, chairman Vijay Mallya
has most definitely been looking to overtake something and ensure that he is the
first to cross the line with the chequered flag.
Ferrari is most likely what it is. Mallya has decided to get himself a Formula
One team, happily investing a cool €90 million over a weekend, and in the
process, exponentially expanding marketing opportunities for his flagship brand,
estimates that Spyker could pull in €25 million in television revenues next
year, and plans to cut costs for the loss making endeavour by relocating some
of the research capabilities to India. An Indian team, ideally with an Indian
driver - is an almost sureshot route to unlocking untapped marketing potential
in a country where half the 1.1 billion population is under the age of 25, a substantial
chunk of which keenly follows F1.
ratings are set to skyrocket, with potentially every Indian kid tuning into F1,
given their ownership in it as a country. If even half of the cricket mania is
replicable here, Kingfisher is most definitely home and dry.
as Kingsher presently adorns Toyota''s team as part of a $5-million deal ending
next year, it could be some time before Spyker wears the Kingfisher shade of red.
In the interim, other UB group brands could possibly find themselves on the team.
As any flyer
on Kingfisher airlines would testify, having viewed Vijay Mallya''s personal ''welcome
aboard'' address on the aircraft''s in-flight entertainment system, Mallya is all
about building brands. The F1 acquisition presented a value-creation opportunity
that he possibly couldn''t pass up.
Indians can expect some style, flamboyance, and pizzazz from Mallya''s latest personal
endeavour, and of course, can also be sure that he will most definitely make some
money off it as well.