Misleading Legacy: Vijay Mallya Clears Air on ‘King of Good Times’ Label Origin

Vijay Mallya Refutes Media’s “King of Good Times” Tag: Clarifies Its True Origin

In a long-awaited conversation after years of silence, embattled business tycoon Vijay Mallya finally spoke out about various misconceptions that have followed him for nearly a decade. One of the most striking revelations during his podcast interview was his clarification regarding the King of good times origin—a label that has become synonymous with his name.

Contrary to public perception, Mallya asserted that the label was never meant for him personally. It was a strategic branding line created for Kingfisher beer. Yet, over the years, the media repurposed the phrase to portray him as a flamboyant playboy billionaire.

The Branding Behind the “King of Good Times” Origin

Mallya revealed that the King of good times origin was entirely rooted in marketing. During his early years in the alcohol business, he was looking for a way to give personality to Kingfisher beer, which had existed as a dormant label since the 1850s. Drawing from his experience with global advertising trends and American-style campaigns, Mallya envisioned Kingfisher as a “fun brand.”

To position Kingfisher beer as youthful and energetic, he developed lifestyle-led advertising strategies—sponsoring sports, fashion, music, and motorsports events. This lifestyle branding was captured in the tagline: “The King of Good Times.”

“I’m not crazy to walk around with a label on my chest saying ‘King of Good Times,’” Mallya said. “It was a branding identity for the beer, not a personal title.”

How Media Transformed a Slogan into a Persona

Despite the brand-focused intent, the phrase quickly became associated with Mallya himself. The media latched onto the King of good times origin, spinning it into an image of extravagance and opulence. Lavish parties, private jets, luxury yachts, and Formula 1—every element of Mallya’s lifestyle was used to reinforce the narrative.

Mallya claims this misrepresentation was not only misleading but also damaging. “The personality of Kingfisher beer was the ‘King of Good Times.’ The media flipped that and made me the king,” he explained.

This mislabeling, he says, contributed significantly to public resentment, especially when the financial downfall of Kingfisher Airlines and loan default issues emerged. “Being the ‘King of Good Times’ sold newspapers. It became a marketing gimmick for the media—not me,” he added.

The Impact on His Reputation

The King of good times origin misinterpretation was only the beginning. It paved the way for what Mallya describes as “a relentless media trial” in India, where he became the target of accusations, ridicule, and vilification.

Mallya argues that his flamboyant public image overshadowed his actual business contributions. “No one remembers the value I created. I went from hero to zero,” he said, emphasizing how the focus shifted from his business acumen to personal flamboyance.

Distancing from the Persona, Not the Brand

Despite distancing himself from the media-created persona, Mallya still defends the marketing genius of the King of good times origin. He firmly believes it was instrumental in making Kingfisher one of India’s most recognizable and aspirational beer brands.

“What’s wrong with giving a brand a personality?” he asked. “That’s what marketing is all about.”

Final Words from Mallya

Vijay Mallya’s recent appearance on the podcast isn’t just a publicity stunt—it’s an attempt to correct narratives and set the record straight, especially about the King of good times origin and other public misconceptions. He emphasized that he has always worked hard, built brands, created employment, and never intended to be seen as a celebrity.

“I was my own brand ambassador—not a slogan,” he concluded.