Vijay Mallya uses NDTV to showcase the Kingfisher brand

NDTV’s lifestyle channel to be launched in September would have a close association with Vijay Mallya’s UB Group. The channel would portray group’s image catering to urban and global Indian, and would showcase programmes related to food, travel, gadgets, parties and everything up status.

The channel may even be named ‘NDTV Good Times’ which is similar to Kingfisher’s tag line and may even have a Kingfisher bird in its identity. Although Vijay Mallya has not taken any direct stake in the company but is believed to have made a five year advertisement contract for Rs. 100 crore.
 
The deal would mean that NDTV get the much needed funding as its results are disappointing for last few quarters and is also on verge of expansion.

For Kingfisher, it would help it in increasing its brand awareness especially since liquor advertising is prohibited in India. The channel content may also be extended to be used on Kingfisher’s flights.
 
Earlier also, Kingfisher Airlines had a forged a partnership with NDTV for its ‘King Mobile’ service through the 6388 SMS code. via