Saturday, November 18, 2006

The Importance of being Vijay Mallya

Newspapers in India make it a point to leave out names of brands in many an article, and it comes as a stunner when not one, but all the papers including the Times of India take the trouble to highlight brand names.
Vijay Mallya takes over Mumbai racing, and a press conference announces the highlights of the forthcoming season.
And all the major Mumbai papers not only give the calendar heightened attention, they list the sponsors prominently.
So why is this surprising?
One, that horse racing is a sport which has been receiving less attention and column centimeters each passing year. Two, the attention to brands is well outside the recent behavior pattern of Mumbai’s media houses, as can be seen here, and here.
But then, this is Vijay Mallya we’re talking about, not Deutsche Bank or Nimbus. And you ignore him at your peril.
What’s interesting? That Deutsche Bank as a sponsor of racing finds mention in the article, while Deutsche Bank as a brand owner couldn’t make the caption in the photograph of the launch of their own credit card.

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