Is Sidhartha Mallya the Face of Hugo Boss, Ralph Lauren?
Image courtesy: BCCL
Sidhartha Mallya, son of flamboyant industrialist Vijay Mallya, plans to make his debut in the endorsement space as the face of some high-end fashion and luxury brands that may include Swatch, Hugo Boss and Ralph Lauren.
Talent and entertainment management firm Kwan, which will represent Mallya junior, has initiated talks with several top-end luxury brands.
"Initial talks have begun with watch maker Swatch group, Hugo Boss for super-premium clothing and Ralph Lauren," an official in knowledge of the developments said.
What Sid Mallya Will Charge
Besides endorsements, the Mallya-Kwan tie-up also plans to bring in international luxury brands into the country, the official said. Mallya's endorsement fee, to begin with, would be in the range of 75 lakh to 1 crore annually, per brand. That's much less than top-notch Bollywood actors and cricketers who charge anywhere between 2-10 crore a year.
Kwan MD Anirban Blah said the objective of the association was to position Mallya as a high-end luxury icon. "The deals we are planning beyond endorsements, also include representing luxury events, bringing in top-end brands to the country, and creating content on media," he said.
Blah declined comment on brands the firm is in talks with, either for endorsements or for brand tie-ups.
Some advertising and marketing industry experts are, however, skeptical about the young Mallya's success as a brand ambassador. "It's important for the face of well-known brands to have succeeded in their careers - whether it's entertainment, sports, academics, or intellect. But at least till now, people know Sidhartha Mallya only as his father's son," says ad industry veteran Prahlad Kakkar.
The Mallya scion, who owns Bangalore IPL team along with his father, has begun hosting an online chat show called 'no boundaries' on the team's website and YouTube where he interviews team members.
While actors and sports players are obvious choices for brand endorsements, there have been occasional examples when corporates and institutes have chosen unlikely faces to promote their products.
Jeans maker Flying Machine too had roped in professional hacker Ankit Fadia as one of its endorsers two years back.
Author: Ratna Bhushan