Contents
- 1 Who Is Vijay Mallya, and Why Should Journalism Students Study His Case?
- 2 How Did Mallya Use PR to Tell His Side of the Story?
- 3 Was This Effective Crisis Management?
- 4 How Did the Media Shape the Mallya Narrative?
- 5 What Can Students Learn from This Case?
- 6 How Did Vijay Mallya Use Media to Shift Blame?
- 7 Final Takeaways for Mass Communication Students
- 8 🎓 Bonus Class Question
- 9 In Summary:
Case Study Blog for Mass Communication & Journalism Students
“Call me a fugitive, but where is the chori?” – Vijay Mallya, 2025 interview.
In the world of media and business, few names spark as much intrigue and debate as Vijay Mallya. From king of good times to the face of one of India’s biggest corporate scandals, Mallya’s story is a rich case study in public relations, crisis management, and the power of media framing.
Let’s break this down through key questions and answers, using his recent podcast appearance with Raj Shamani and trending coverage as reference points.
Who Is Vijay Mallya, and Why Should Journalism Students Study His Case?
Vijay Mallya was once a celebrated entrepreneur—owner of Kingfisher Airlines, the Royal Challengers Bangalore IPL team, and chairman of the United Breweries Group. But today, he is infamous for defaulting on loans over ₹9,000 crore and fleeing India in 2016.
His case is a gold mine for media students because it covers:
- High-profile media trials
- Strategic (and not-so-strategic) PR moves
- News framing, public perception, and reputation management
How Did Mallya Use PR to Tell His Side of the Story?
Strategically. Repeatedly. Boldly.
In 2025, Mallya appeared on a trending podcast with Raj Shamani, offering an unapologetic yet calculated defense:
“Where is the chori? Banks recovered more than they gave.”
He used:
- Interviews and podcasts to present his own narrative.
- Twitter for direct-to-public statements.
- Shifting blame to India’s business environment, calling “ease of doing business” a myth.
It’s classic reputation reframing—a PR tactic where the goal is to redirect the story from individual guilt to structural failures.
Was This Effective Crisis Management?
In parts, yes. But not entirely.
Mallya’s approach ticked several boxes:
- ✔️ Public visibility
- ✔️ Narrative control
- ✔️ Emotional connection (apologizing to employees)
But it lacked:
- ❌ Transparency
- ❌ Consistency
- ❌ Legal cooperation
While Mallya succeeded in getting media attention, public and legal perception remained largely unsympathetic. It’s a lesson: Visibility does not always equal credibility.
How Did the Media Shape the Mallya Narrative?
From 2014 to today, the media played an outsized role in making Mallya a household name—not just for his business empire, but for the scandal that followed.
Key strategies included:
- Framing: Constant usage of phrases like “fugitive billionaire” or “India’s defaulter-in-chief.”
- Documentaries: Netflix’s Bad Boy Billionaires: India made him a global example of corporate greed.
- Visual storytelling: Lavish lifestyle photos and IPL glamour clips deepened the public’s disapproval.
Social media amplified this, especially when Mallya tweeted about RCB’s IPL parade tragedy, sparking backlash:
“Do you care about the people of India?” – A trending reply to Mallya’s tweet.
For journalism students, this highlights the media’s dual role: informing and influencing.
What Can Students Learn from This Case?
For PR Students:
- PR is not about covering up—it’s about strategic storytelling and timely engagement.
- Never underestimate public sentiment. Being tone-deaf (e.g., posting about RCB during a stampede tragedy) can reverse PR wins.
For Journalism Students:
- This is a case in investigative rigor—tracking financial records, court proceedings, and international law.
- Shows the impact of framing and language—how phrases can shape perception.
- Highlights the ethical line between news and trial by media.
How Did Vijay Mallya Use Media to Shift Blame?
Mallya often criticized India’s regulatory and legal frameworks. In his own words:
“Extreme rules are rooted in Indian DNA—regardless of who is in power.”
He reframed the narrative from personal failure to systemic flaws. While partially valid, it served as a deflection tactic to soften accountability.
This again becomes a teachable moment: media is a powerful shield and weapon—depending on who holds the mic.
Final Takeaways for Mass Communication Students
| Theme | Lesson |
|---|---|
| PR | Tell your story before someone else does. |
| Crisis Communication | Apologize, act fast, and be consistent. |
| Journalism | Don’t get lost in the noise—report facts, not just emotion. |
| Ethics | Public trials don’t replace judicial processes. |
🎓 Bonus Class Question
If you were the PR head for Vijay Mallya in 2014, how would you have managed the narrative differently?
In Summary:
The Vijay Mallya saga is not just about a fallen tycoon. It’s about the dance between media and power, the art of narrative warfare, and the responsibility of ethical journalism.
As aspiring media professionals, remember: What you say, how you say it, and when you say it can change the course of history.
For a detailed case study – View the document
🎙️ This case study is inspired by Vijay Mallya’s rare appearance on Raj Shamani’s podcast, where he breaks his silence after 9 years — a must-watch for anyone exploring media narratives and public perception.
Disclaimer
The content presented in this article is intended for academic and informational purposes only. The case study on Vijay Mallya is based on publicly available information, media coverage, and podcast interviews as of June 2025. All views, interpretations, and analysis are the author’s own and do not imply any legal judgment or defamation of any individual or entity. This article does not claim to provide legal advice or establish the truth of any allegations. Readers are encouraged to consult official sources and court documents for verified legal updates.
