KKN Gurugram Desk | Controversial businessman and liquor baron Vijay Mallya, who has been away from the Indian spotlight for several years, recently appeared on entrepreneur Raj Shamani’s podcast, where he made a series of striking revelations. One of the key highlights of the conversation was his commentary on the Kingfisher Calendar, a project that he credits with launching the careers of several Bollywood A-listers, notably Deepika Padukone and Katrina Kaif.

The Birth of Kingfisher Calendar: A Glamorous Strategy

In the early 2000s, during the peak of Kingfisher Airlines’ popularity, Mallya collaborated with renowned fashion photographer Atul Kasbekar to launch the Kingfisher Swimsuit Calendar in 2003. Far from being a mere branding gimmick, the calendar quickly turned into a cultural phenomenon.

Mallya explained, “It wasn’t just about glamour. It was a strategic branding tool. While it didn’t benefit me personally in any financial way, the brand value for Kingfisher skyrocketed. We picked the right talent, and that talent became superstars.”

“We Chose the Right Girls”: Mallya on Deepika and Katrina

Touching on the stardom of Deepika Padukone and Katrina Kaif, Mallya stated that both actresses were carefully chosen for the calendar based on their potential.

“Whether it was Deepika or Katrina, we always selected the right girls. They went on to become global icons, and the calendar gave them early exposure.”

Katrina Kaif appeared in the inaugural 2003 edition, while Deepika Padukone featured in 2006, before her Bollywood debut in Om Shanti Om (2007). Their transformation from models to leading ladies is often cited as a benchmark of how brand associations can catapult careers in the entertainment world.

The Calendar’s Cultural Impact and Media Legacy

Though Kingfisher Airlines is now defunct and Mallya continues to live outside India due to legal controversies, the legacy of the Kingfisher Calendar remains intact. The project played a significant role in shaping the aesthetics of early 2000s Indian pop culture, offering a rare fusion of fashion, beauty, and commercial branding.

In fact, the calendar’s impact was so profound that it inspired Bollywood director Madhur Bhandarkar to create the 2015 film Calendar Girls, which depicted the darker side of glamour and the struggles of aspiring models.

A Bold Move in Early Indian Branding

The early 2000s were a transformative period for Indian consumer brands. Mallya’s vision with Kingfisher went beyond beer and aviation — it was about creating an aspirational lifestyle brand. The Kingfisher Calendar emerged as a bold marketing initiative that defied conventional norms in conservative India.

“We were not just selling beer or tickets; we were selling aspiration. We gave people dreams, and in the process, helped launch new stars,” Mallya commented.

The calendar also established itself as an annual event awaited by India’s fashion industry, photographers, stylists, and glamour enthusiasts alike.

Deepika and Katrina: Then and Now

Deepika Padukone’s Current Projects

Deepika Padukone, who first gained national attention after appearing in the Kingfisher Calendar, has now become one of India’s highest-paid actresses. She has taken on roles that range from romantic dramas to intense action films.

She is currently working on an untitled high-octane film directed by South Indian filmmaker Atlee, starring opposite Allu Arjun of Pushpa fame. The film, although still in the pre-release phase, has created significant buzz among fans and film critics alike.

Katrina Kaif’s Present Focus

Katrina Kaif, meanwhile, is keeping a relatively low profile in terms of film appearances. Post her last commercial release, she has taken a step back to focus more on her personal life and entrepreneurial ventures.

Her beauty brand has gained considerable traction in the Indian market, and industry insiders suggest she is preparing to expand into global markets in the near future.

Kingfisher Calendar: Platform or Propaganda?

While many celebrate the Kingfisher Calendar for giving visibility to emerging talents, critics argue that it also promoted unrealistic beauty standards and glamorized elite lifestyles. However, Mallya dismisses such claims.

“We showcased the best of Indian beauty and style. Every major brand has a story; ours had models and beaches,” he quipped during the podcast.

Mallya insists that the calendar was ahead of its time and that it provided an unmatched platform for young models to shine on a national and international stage.

Kingfisher Calendar’s Influence on Indian Fashion Industry

The calendar helped usher in a new era of Indian fashion photography, setting high production standards and working with top industry professionals. Models who featured in it not only got Bollywood attention but were also signed by international fashion houses, including global modeling agencies and designers.

For the Indian audience, the calendar became synonymous with modernity, globalism, and luxury. Despite occasional controversies, it never lost its relevance during its prime years.

What Does This Mean for Indian Pop Culture?

Even two decades later, the Kingfisher Calendar remains a talking point when discussing the evolution of Bollywood stars and brand strategy in India. Mallya’s statement brings back memories of a time when traditional marketing was giving way to lifestyle branding, and glamour had a strategic purpose.

Whether seen as a bold marketing experiment or a calculated career-launching pad, the calendar left a deep mark on Indian pop culture.

Vijay Mallya’s life may now be overshadowed by financial and legal battles, but his role in shaping India’s glamour industry cannot be denied. His vision behind the Kingfisher Calendar — risky, bold, and innovative — created a pipeline from modeling to stardom, with Deepika Padukone and Katrina Kaif being the most luminous examples.

In Mallya’s own words, “It wasn’t about creating celebrities. It was about identifying potential and giving it the right platform. The rest followed naturally.”