Kingfisher calendar helped Deepika Padukone, Katrina Kaif become Bollywood stars, says Vijay Mallya. What was the formula?

Economic Times

a day ago

In a recent podcast with Raj Shamani, businessman Vijay Mallya spoke about the impact of the Kingfisher Swimsuit Calendar, launched in 2003. He credited the calendar for identifying future stars like Deepika Padukone and Katrina Kaif at a young age, saying, 'We chose the right girls.' Mallya described the calendar as a successful marketing tool that boosted the Kingfisher brand but brought him no personal gain. He also dismissed any speculation about personal ties with the models.
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Vijay Mallya, the former liquor baron and founder of the now-defunct Kingfisher Airlines , recently discussed the legacy of the Kingfisher Swimsuit Calendar in a podcast interview with YouTuber Raj Shamani. The four-hour conversation shed light on how the calendar, launched in 2003 under the Kingfisher brand and shot by renowned photographer Atul Kasbekar, helped shape the careers of many Bollywood stars.According to Mallya, the calendar was not just a bold branding exercise, but also a talent-spotting platform. 'We chose the right girls, whether it was Deepika Padukone Katrina Kaif . We had all the heroines and the stars on the calendar at a younger age. We picked the right talent,' Mallya said during the podcast.Several models featured in the calendar went on to become household names in the film industry. Katrina Kaif appeared in the first edition in 2003, while Deepika Padukone was showcased in the 2006 version. Mallya attributed their success to the selection process. When asked why many of the calendar girls went on to have flourishing acting careers, he simply stated, 'Because we chose the right girls.'He further emphasized that the project was a strategic branding move. 'I did it because it was a fantastic marketing tool. Did not bring anything to me personally. But it did wonders to the brand,' he added.In a 2009 interview with FilmiBeat, Deepika Padukone acknowledged the importance of the calendar in her early career. She said, 'At the beginning of my career, I was part of the calendar, and it's getting better every year. The girls in this calendar have done a fantastic job. It's of international standards and one of the best calendars in the world.'Inspiration for BollywoodThe Kingfisher Calendar not only spotlighted rising models but also made a cultural impact significant enough to inspire Madhur Bhandarkar's 2015 film Calendar Girls, which explored the lives of aspiring models after appearing in such glamorous showcases.Over the years, the calendar featured several notable names beyond Deepika and Katrina—Yana Gupta (2003), Nargis Fakhri (2009), Esha Gupta (2010), Lisa Haydon (2011), Angela Jonsson (2011), Saiyami Kher (2012), and Aishwarya Sushmita (2016) all graced its pages. Many of them made their foray into Bollywood and the fashion industry shortly after.