Posts tagged with "Hannah DiPilato"

A Beginner’s Guide To Non-Profit Fundraising

Fundraising forms the core of all non-profits, and it allows them to do the great work which they have been set up for. The reality for most of these organizations however is that fundraising is something which is not always enjoyable. These organizations want to be out there doing great work, yet of course in order to do that they need funds, and for that they need donors. 

Brand new organizations will need to get to work quickly in setting up their fundraising infrastructure, and in doing so they can not only raise funds now, but give themselves the greatest opportunity of counting to do so in the future. 

Identify Your Ideal Donor

Fundraising is about working smart as well as hard and that is why identifying the ideal donor is the first place to start. If you take a blanket approach to this then you will find that you are wasting you time in so many avenues, and that will cost money too. Consider what your organization is trying to do, and then who that speaks to, this will help to identify which group of people are most likely to care enough to put their hands in their pockets. 

Ensure You Have a CRM In Place 

In terms of a nonprofit success pack Salesforce offers the perfect CRM which your company can use to store and manage important data about your fundraising efforts, and about your donors. This is an easy to manage dashboard with will boost your fundraising efforts thanks to smart apps which integrate into the CRM, as well as intelligent use of metrics which can help you to tweak your fundraising strategy. 

Understand What Your Goals Are

Before you begin your approach to fundraising, you have to first set out clear goals. These goals are both for your company and for the donor. Laying out what your monthly costs are, what your desires are and how much money will be required for all of this to be taken care of are crucial calculations to make. 

Market The Non Profit 

There has to be some spending on your behalf and the marketing of your non-profit will be one such area of investment. It is essential that you have an eye on building the brand, so that you can call attention to the great work which you and your company are doing. This is a necessary step which will bring in more donations.  

The Evaluation Process

No matter whether you have just launched the fundraising round or you are in the thick of it evaluation is key. Working out which approach brought the best results with regards to your campaign, understanding what has surprised you along the way – both good and bad – and understanding how to shape your strategy in the future to gain better results, these are all critical in your efforts to raise funds. 

Focus on creating and implementing the most efficient strategy which will bring in the funds which your organization requires.

Taylor Swift illustration for 360 magazine

Taylor Swift Achieves 12 New RIAA Certifications

Taylor Swift has garnered a total of 12 new certifications from the RIAA. Among them, her critically-acclaimed, 5 star 2020 album, folklore, has achieved gold and now certified platinum status.

The new album, folklore arrived this summer and quickly gained widespread acclaim and major audience excitement. It rapidly became the top-selling record of 2020 worldwide and is the only album this year to cross 1 million albums in pure sales in the U.S. 

Swift notably completed “the longest consecutive run at number one since 2016” by acquiring six straight weeks at the top of the Billboard 200 chart. Additionally, folklore returns to number one this week on the Billboard 200 chart, reaching eight nonconsecutive weeks at the top of the chart. What’s even more notable, Taylor has achieved 48 cumulative weeks at number one across all of her chart-topping albums which marks a record among women artists. 

Other RIAA certifications include “You Need To Calm Down” which minted triple-platinum, platinum, and gold and “The Man” which is certified gold and platinum. Her song “Me,” featuring Brendon Urie of Panic! At The Disco, is now double-platinum. Additionally, the single “Lover” picked up gold, platinum, and double-platinum certifications.

Taylor stands out as the only artist to have seven albums each sell at least 500,000 copies in a single week. Her albums, Fearless, Speak Now, RED, 1989, reputation, Lover and folklore, have all been a stellar success. Plus, she remains the first and only female artist in the 21st century to score five number one studio albums in the UK. 

Folklore is the ten-time GRAMMY® Award-winning, record-breaking superstar’s eighth album and we can’t wait to see what the future holds for Swift. 

Debate illustration for 360 magazine

Final Presidential Debate

By Hannah DiPilato 

The final presidential debate took place on Thursday. Significantly less chaotic than the first debate, both candidates were able to express their opinions on certain issues and to respond to the moderator, Kristen Welker‘s, questions, for the most part. 

The first unavoidable topic presented was the ongoing coronavirus pandemic. Current President Donald Trump took over the first question claiming that a vaccine would be distributed as soon as a few weeks from now. He claimed the military is ready to distribute 100 million vaccinations. He also placed emphasis on the fact coronavirus is a worldwide problem as well as emphasizing his own recovery.  

Presidential candidate Joe Biden came in with a rebuttal focusing on families that have lost loved ones as a result of the pandemic and how Trump will not take responsibility for these deaths. He also used the statistic that a predicted 200,000 Americans would die before the end of 2020 at the current rate. Trump disagreed with this and compared coronavirus to the Swine Flu which occurred while Joe Biden was Vice President. 

Welker then led the conversation to lockdowns as a result of Covid-19. Biden began by saying he plans to shut down Covid, not the country. He wants to get places with high reproduction rates under control. 

Trump’s main point was that schools should reopen because children aren’t the main concern in relation to the pandemic. He talked about his son’s rapid recovery and his belief schools should open. 

“I don’t look at this as blue states and red states, we’re the United States,” said Biden. However, he quickly followed this statement by saying upticks have been seen mostly in red states. Trump responded that America should not shut down, but instead just protect the elderly and those at high risk. 

After a significant amount of time discussing coronavirus, the topic switched to national security. Biden questioned why Russia, China and Iran are interfering with the election and Trump has not taken any measures to handle this. Trump refuted this saying nobody is tougher on Russia than himself and pointed fingers at Biden saying Russia is paying Biden a lot of money. 

Biden then explained how he has never taken money from another country but points a finger at Trump who has overseas accounts, pressuring Trump to reveal his tax records. Trump then explained he prepays his taxes and that he would love to release the taxes as soon as he can. He stressed that the IRS “treats him very badly.” 

The next main topic of the debate was American families, beginning with a focus on healthcare. Trump wants to create a healthcare plan that is better than Obamacare while always protecting those with preexisting conditions. He accused Biden of wanting to eliminate private healthcare. 

Biden responded that he supports private insurance and no one would lose their private insurance under his plan. He said he wants to continue Obamacare as Bidencare He explained he wants everyone to have a public healthcare option and he plans to lower drug prices and insurance premiums. Trump also compared Biden to the United States Senator Bernie Sanders, but Biden said he disagreed with Sanders’ plans. 

Welker asked both candidates if this was the right time to raise the minimum wage considering the Covid-19 pandemic. Trump explained he would consider raising the federal minimum wage to $15 an hour, but that minimum wage heavily depends on the state. On the other hand, Biden believes everyone deserves a minimum wage of at least $15 an hour in order to live without multiple jobs. 

Many people have previously had issues with how Trump has handled immigration laws in the past. His views have not seemed to change since he said illegal immigrant children are brought by “coyotes and bad people” to America as a ploy to get into the country. 

Biden’s response was that the children were not brought by “bad people” but parents that deserve equality. If he were to be elected, he plans to make more undocumented people citizens and able to stay in the United States. Trump then responded that if you take in a rapist or murder ICE then has to come to find them and only those with the “lowest IQ” will come back to get caught. 

The Black Lives Matter movement has brought systemic racism into the media, so Welker ensured both candidates addressed these issues. Biden gave a very sympathetic response where he spoke about wanting to learn more about systemic racism and that he understands the hardships families of color go through. He touched on white privilege and institutionalized racism as well and believes there should be less imprisonment for drug problems. 

Trump claimed that “no one has done what I’ve done” regarding racism. He claimed he has great relationships and that that he “is the least racist person in the room.” This was ironic considering the Kristen Welker is a person of color. He also claimed he has done the most for racism since Abraham Lincoln. 

Nearing the end of the debate, the topic of conversation was climate change. Trump explained he created a lot of “programs” to battle climate change but was being incredibly vague. He explained America has a very good carbon emission and he defended his decision to back out of the Paris Accord. 

“We don’t have much time, we’re going to pass the point of no return, return the next eight to 10 years,” said Biden on the topic. Biden wants more industries to transition to clean energy and he has a plan to have 100% clean energy by 2050. 

At the end of the debate, each candidate was asked to speak directly to those that did not vote for them if they were elected. Trump explained he wanted to make the country successful, how it was before the pandemic. He expressed that he has been able to have the best unemployment rate for minorities and how he wants to cut taxes, unlike Biden. 

Biden clarified that he represents everyone, whether someone voted for him or not. He said he would emphasize hope over fear and science over fiction. He wants to help the economy, end systemic racism and promote clean energy. He concluded by saying what is on the ballot is the character of the United States.

The aftermath of the debate on social media was less prominent compared to the first debate, but there were still a few highlights. Rapper 50 Cent said he will be voting for Trump because of Biden’s tax plan.

“Yeah, I don’t want to be 20 Cent. 62 percent is a very, very, bad idea. I don’t like it,” said the rapper on Tuesday. 

Presidential candidate illustration

Presidental Campaign Money

By Hannah DiPilato

Both President Donald Trump and presidential candidate Joe Biden have splurged a fair amount on their 2020 presidential campaigns. Biden’s campaign along with his allies have spent an estimated $600 million while Trump’s campaign and his supporters have spent a little over $400 million. 

Over $1 Billion has been spent between the campaigns on TV advertisements in only 13 states alone according to an NPR analysis from the tracking firm Advertising Analytics. This money is being used to target six states: Florida, Pennsylvania, Michigan, North Carolina, Wisconsin and Arizona. TV ads may be playing a larger role in the presidential campaign this year because of the pandemic keeping so many Americans at home watching TV. 

Tracked by Ad Age Datacenter, for the presidential, congressional and gubernatorial races, campaign spending has now surged past $3 billion. This hefty amount includes TV, radio and digital ad spending. The digital ad spending includes Facebook and Google properties only for presidential candidates. 

This is “the most expensive election in history,” according to CNBC. The expected total spending for the 2020 election is predicted to be a whopping $10.8 billion according to the Center for Responsive Politics. This prediction takes into account both presidential and congressional races. CRP has recorded the election has already cost $7.2 billion, so the $10 billion milestone isn’t far out of reach. 

“The 2018 election smashed fundraising records for midterms, and 2020 is going to absolutely crush anything we’ve ever seen — or imagined — before,” Sheila Krumholz, executive director of CRP, said in a statement. “This is already the most expensive presidential election in history and there are still months of election spending to account for. The unanswered question is whether this will be the new normal for future elections.” 

So far Biden has topped the charts for his advertising spendings. Between September 28 and October 11, Biden estimated spendings have been $55,928,770 and his ads have aired about 80,452 times. Trump trails Biden with estimated total spending of $31,796,960 and 32,011 airings in the same time period. 

The Biden campaign has been able to air ads in 17 states, even though there are many fewer states considered a close race. The campaign cost continues to grow over the expected TV budget of $280 million. “If we didn’t have the resources we had now, we’d be having to make [some] hard choices right now,” said one Biden campaign official.

Bill Stepien, Trump’s campaign manager, said the campaign has “more than sufficient air coverage.” He also stated that the campaign has spent more than the Biden campaign in different areas such as Facebook ads. 

The Biden is not shying away from spending and they plan to keep spending as much cash as possible until the campaign concludes. However, in the event the result of the race is contested, the Biden campaign is reserving money for legal fights.

Covid-19 Reaches Dangerous Levels in the U.S.

By Hannah DiPilato 

As summer turns to fall, many cases of Coronavirus in The United States are beginning to spike. Fourteen states have set hospitalization records due to the virus and officials are concerned about how the virus will progress. 

According to the Covid Tracking Project, Alaska, Arkansas, Iowa, Kansas, Kentucky, Montana, Missouri, Nebraska, North Dakota, Oklahoma, South Dakota, Utah, West Virginia and Wisconsin, all reported their highest number of hospitalizations this past week. 

The director for the National Institutes for Health, Dr. Francis Collins, told National Public Radio’s “Morning Edition” on Tuesday that his family would not be gathering for Thanksgiving. 

“It is just not safe to take that kind of chance with people coming from different parts of the country of uncertain status,” said Collins. “The problem with this disease is it is so easy for people to be infected and not know it, and then spread it to the ones next to them without realizing it.”

“All of this, I’m afraid, happens because we have not succeeded in this country in introducing really effective public health measures,” he continued.

Deaths in the U.S. have now reached over 220,000 and experts are concerned this number will continue to escalate. The average of new daily cases was over 58,300, the highest the average has been since August.

It seems the most spikes are happening in the “Midwest, Great Plains and parts of the West,” according to CNN. Pennsylvania is on its 15th consecutive day of reporting over 1,000 coronavirus cases. Although, New York City, which got hit harder at the beginning of the pandemic, has not seen a marked increase in deaths. 

“We are not seeing an increase in overall deaths and that’s been true over the last several weeks to several months,” said Dave Chokshi commissioner of the New York City Department of Health and Human Services. “The total number of deaths per day is averaging in the single digits.” 

New York City’s rate of positive tests is 2.52% and in open schools, the rate is only 0.17%. In other states, the positive rates are not so promising. According to the Florida Department of Health, Florida has reported 3,662 new cases of the virus and 86 additional deaths on Tuesday. 

Experts are warning that things regarding coronavirus are only going to get worse, predicting a bleak fall and winter. Vaccine scientist, Peter Hotez, reported that the next few months will be the worst of the pandemic. 

“The key is now hanging on now for the next four or five months, where we’re going to enter what may be the worst period during this epidemic,” said Hotez. “As bad as it’s been, it’s about to get worse.”

Rita Azar illustrates travel article for 360 MAGAZINE

Transport Considerations While Traveling Abroad

Choosing a vacation and booking our travel and accommodation are the things we think of when planning a trip. But we rarely plan how we’re actually going to get around once we arrive. Let’s take a look at some of the main options… 

Motorcycles and quad bikes 

Motorcycles and quad bikes are a common and popular means of transport among people taking vacations near the beach. The thing to remember is that you cannot be certain when a motorcycle or quad bike was last used, or whether the rental has been checked for mechanical issues since the last user – all of which can lead to issues that may result in injury (see a motorcycle accident lawyer in your local area if you have been affected). 

Although these modes of transport may seem like a convenient option, always take precautions to ensure your safety. This could include checking the brakes, checking the lights, and checking the treads are suitable to grip the road before you drive off the forecourt. 

Public transport 

Planning the various stop-offs and sight-seeing days out on a vacation sometimes leads people to rely on public transport. And, sometimes, the results can be acceptable. Nevertheless, there are at least two inherent potential issues with public transport. One is that the bus or train service is unlikely to pick you up and drop you off exactly on time outside the front door of your hotel. There’s going to be some walking involved to get to the bus or train station. The second potential issue is that, due to the waiting times involved with public transport, you aren’t likely to be able to spend your day doing multiple things – you may have to stop your activities early to leave time to get back to the station, for example, cutting into your plans, and the routes may not be direct, meaning you will waste even more time.

Car rentals 

Car rentals are perhaps the preferred option for anyone who doesn’t want to face any waiting times – the car will typically be available for you to pick up from the airport upon your arrival, and you will most likely be able to drive straight to your hotel and come and go as you please. One of the standout potential issues with car rentals can be that the rental company may try to bill you for damage to the vehicle. That’s why it’s not only important to rent a vehicle from a reputable company, but also to inspect the vehicle before you drive away (take photos of anything that you think the company may try to bill you for, including any scratches to the paintwork or any cosmetic damage to the interior). 

You may also wish to ask the rental company if the car has any special button or release that you must activate to open the panel covering the fuel intake – the last thing you need is to be stuck at a fuel station with no idea of how to open the covering! 

A Trillion Turns of Light Nets Terahertz Polarized Bytes

American and Italian engineers have demonstrated the first nanophotonic platform capable of manipulating polarized light 1 trillion times per second. 

“Polarized light can be used to encode bits of information, and we’ve shown it’s possible to modulate such light at terahertz frequencies,” said Rice University’s Alessandro Alabastri, co-corresponding author of a study published this week in Nature Photonics.

 “This could potentially be used in wireless communications,” said Alabastri, who is also an assistant professor of electrical and computer engineering in Rice’s Brown School of Engineering. “The higher the operating frequency of a signal, the faster it can transmit data. One terahertz equals 1,000 gigahertz, which is about 25 times higher than the operating frequencies of commercially available optical polarization switches.”

This new found research was a collaboration between experimental and theoretical teams at Rice, the Polytechnic University of Milan and the Italian Institute of Technology in Genoa. This collaboration started in the summer of 2017 when co-author of the study, Andrea Schirato was a visiting scholar in the Rice lab of physicists along with co-author Peter Nordlander. Schirato is a Politecnico-IIT joint graduate student under the supervision of co-corresponding author Giuseppe Della Valle and co-author Remo Proietti Zaccaria. 

Each of the researchers work in nanophotonics, a fast-growing field that uses ultrasmall, engineered structures to manipulate light. Their idea for ultrafast polarization control was to capitalize on tiny, fleeting variations in the generation of high-energy electrons in a plasmonic metasurface.

 Metasurfaces are ultrathin films or sheets that contain embedded nanoparticles that interact with light as it passes through the film. By varying the size, shape and makeup of the embedded nanoparticles and by arranging them in precise two-dimensional geometric patterns, engineers can craft metasurfaces that split or redirect specific wavelengths of light with precision.

“One thing that differentiates this from other approaches is our reliance on an intrinsically ultrafast broadband mechanism that’s taking place in the plasmonic nanoparticles,” Alabastri said. 

The Rice-Politecnico-IIT team designed a metasurface that contained rows of cross-shaped gold nanoparticles. Each plasmonic cross was about 100 nanometers wide and resonated with a specific frequency of light that gave rise to an enhanced localized electromagnetic field. Thanks to this plasmonic effect, the team’s metasurface was a platform for generating high-energy electrons.

“When one laser light pulse hits a plasmonic nanoparticle, it excites the free electrons within it, raising some to high-energy levels that are out of equilibrium,” Schirato said. “That means the electrons are ‘uncomfortable’ and eager to return to a more relaxed state. They return to an equilibrium in a very short time, less than one picosecond.”

Experiments were performed by study co-first author Margherita Maiuri at Politecnico’s ultrafast spectroscopy laboratories and they were confirmed by the team’s theoretical predictions. She used an ultrashort pulse of light from one laser to excite the crosses, allowing them to modulate the polarization of light in a second pulse that arrived less than a picosecond after the first.

Despite the symmetric arrangement of crosses in the metasurface, the nonequilibrium state has asymmetric properties that disappear when the system returns to equilibrium. To exploit this ultrafast phenomenon for polarization control, the researchers used a two-laser setup.

“The key point is that we could achieve the control of light with light itself, exploiting ultrafast electronic mechanisms peculiar of plasmonic metasurfaces,” Alabastri said. “By properly designing our nanostructures, we have demonstrated a novel approach that will potentially allow us to optically transmit broadband information encoded in the polarization of light with unprecedented speed.”

Illustration for 360 mag by Kaelen Felix

ShinePay Laundry Payment App

By Hannah DiPilato

The new app ShinePay brings laundry payment to your pocket with the new convenient app. This is a way for apartments or laundromats to easily add phone payments for their customers. 

Customers download the ShinePay app and add a payment method. Each washer and dryer will have a unique QR code that customers will scan to view prices and submit wifi. Funds are then transferred to the owner’s ShinePay account which can be securely withdrawn.

ShinePay installs with new or existing units with ease and the ShinePay Bluetooth Spark installation can be completed in just a few minutes. The ShinePay Bluetooth Spark installation can work by itself or be installed to work in conjunction with other existing ways to pay. The system does not require wifi or any equipment besides the customers’ smartphone. There’s even a video that shows how easy the installation is. 

The ShinePay Bluetooth Spark only costs a one-time payment of $149 per unit for the price of each hardware. The transaction fee, which only applies to electronic transactions, is 3.9%. ShinePay also helps to reduce the cost of coin transportation when transitioning to a coin-free laundry service. 

ShinePay also brings a new level of safety and security to the laundry room. By going coinless thieves have nothing to steal, so you can own your machines with peace of mind. The company also keeps data security as a top priority and keeps all customers’ data safe. ShinePay also stores, decrypts, and transmits customers’ card numbers in a hosting infrastructure that is entirely separate from ShinePay’s primary services. 

Certified to the most rigorous Payment Card Industry Data Security Standards (PCI DSS), ShinePay ensures security. The company has also obtained global regulatory licenses. The payment technology the company uses has a PCI DSS Level 1 certification which is the most stringent level of certification in the payment industry. There is also advanced fraud detection put in place to protect against imposters. 

Support is given to both owners and customers 24 hours a day, seven days a week by phone, chat and email. This provides around the clock support for any questions regarding ShinePay. The brand is always improving its platform and continuously adds new features. 

ShinePay has also introduced ShineKiosk, a payment system where customers don’t need to download an app. This system is perfect for hotels, laundromats or apartment buildings where people are just passing through. The ShineKiosk requires a one-time hardware payment of $899 and a monthly cost of $25. There is the same 3.9% transaction fee for ShineKiosk transactions. 

Customers can type their card information into the secure system and payment is wirelessly sent to the selected machines. All you need to host a kiosk is a wall, power outlet and internet connection. ShineKiosk has the same security as the ShinePay app, so all credit card information is secure. 

For more information on the ShinePay products visit their website, call +1-510-570-1866, or email hello@shinepay.co. You can also follow ShinePay on Twitter, YouTube, Facebook, LinkedIn and Instagram

iPhone illustration by Kaelen Felix

Apple’s Newest Products

By Hannah DiPilato

On Tuesday, Apple introduced the newest iPhone as well as the HomePod mini. The new generation of products put an emphasis on the new 5G speed and the mini version of the iPhone 12.

The new iPhone 12 comes in models including the original iPhone 12 as well as Pro, Pro Max and Mini models. The iPhone 12 and the iPhone 12 Mini run on the less expensive side, while the iPhone 12 Max and iPhone 12 Max Pro are a bit more costly. 

The new iPhone is 11% thinner, 15% smaller and 16% lighter compared to the iPhone 11. The iPhone 12 features a 6.1 inch super retina display and the iPhone 12 Mini’s super retina display is 5.4 inches. Both phones have 4x better drop resistance, which many iPhone users have complained about in the past, as well as having more splash and spill resistance. The two phones come in five different color finishes: blue, green, red, black, and white. 

The iPhone 12 Pro and iPhone 12 Pro Max only come in four finishes but have more features for the money. The two phones feature a 12-megapixel telephoto lens which the iPhone 12 and mini do not have. The Pro and Pro Max also feature a stainless steel body while the other phones have an aluminum and glass design. The iPhone 12 Pro Max is also supposed to have the best battery life, with 12 hours of streaming. 

All of the phones feature a 5G speed which is useful for faster streaming and downloading. Apple designed the phone to have the most 5G bands of any phone, so that 5G is available in more places. The new phone design also allows many apps to use 5G without using too much battery life. However, when 5G isn’t needed, the phone automatically switches to LTE to save power. These speeds are meant to help provide better service in heavier populated areas, as well as allowing for better streaming and downloading of videos on cellular. 

The cameras of the phones feature better options for capturing memories at night. The Wide and Ultra Wide cameras have Night mode to bring in a higher level of detail and color. Apple also improved taking video in low light as well as Night mode Timelapse. This allows the camera of the iPhone 12 models to work at any time of day or night. 

Apple also released the HomePod mini, which starts at $99. It’s only 3.3 inches tall but features 360-degree audio that gives a booming sound for its size. If you buy multiple speakers they can connect around the house for an around the home sound system. Two speakers paired in the same room create left and right sound channels for an immersive sound. The speakers also use Siri to play any music or podcast you desire and it can recognize up to six voices. You can also intercom to other speakers around the house. 

The iPhone 12 and iPhone 12 Pro are available for pre-order on October 16 while the iPhone 12 mini, iPhone 12 Pro Max and HomePod mini are available for pre-order on November 6. For more information on the new product check out Apple’s website.

Vijay Mallya illustration by Kaelen Felix for 360 MAGAZINE Netflix article.

King of Good Times

By Hannah DiPilato

Last month Netflix released a new documentary that gives an inside look at the corruption and greed of some of India’s most prominent billionaires. The first episode tells the store of Vijay Mallya’s extravagant life that takes a drastic turn. 

Vijay Mallya was born to Vittal Mallya, an entrepreneur who founded the United Breweries Group. When Vijay Mallya was only 28 years old his father died suddenly and Mallya had to follow in his father’s footsteps and run a business empire. 

When Mallya took over his father’s business he shook everyone up with his lifestyle. In an interview, he was compared to Donald Trump to which he responded he was “nowhere near bankruptcy,” an ironic foreshadowing to his future. He also talked about having many enemies. 

Alcohol is not viewed in India as it is in America and in some states of India alcohol is banned. Due to this negative stigma, Mallya needed a different way to advertise his brand. He became a pioneer for different kinds of advertising. He used surrogate advertising to promote his company while keeping the sale of alcohol disguised, instead he advertised soda. The brand was still high profile even if the beer wasn’t what was being advertised. In 1996 the World Cup was hosted in India and Kingfisher launched a campaign with a catchy jingle that was a memorable success. 

Vijay Mallya’s genius was making his lifestyle the centerpiece of the brand. He became known as “the king of good times” and this became Kingfisher’s tagline. He knew how to build his image off of this to make everyone desire the lifestyle he was living. According to Sid Mallya, Kingfisher became “more than just a beer, it became a lifestyle” and everyone aspired to live like the king of good times. Vijay Mallya was one of the first people in India that wasn’t afraid to live lavishly and use his money unapologetically. 

In 2003 Mallya survived a devastating helicopter crash. The ride was only supposed to be a short 45 minutes and Mallya’s executive assistant, Tushita Patel, recounted the terrifying crash in the documentary. It was her first helicopter ride and she thought she was going to die. Mallya survived the crash and said, “Miracles do happen, there’s obviously a message from above.” He believed he would use his “second life” to the fullest.  

Mallya became one of the world’s largest liquor producers, but that wasn’t enough for him; he wanted to be recognized all over the world as more. In one recording he explained he wanted to be “a catalyst for change.” He had an urge to be number one, the boldest and brightest and he would do whatever he could to get there. 

The next year in 2004, Mallay got in touch with Alex Wilcox to help begin the next Kingfisher adventure. Here is where Kingfisher airlines began. Mallya created a promotional video that showed how luxurious and unique flying on Kingfisher airlines would be. Mallay appealed to the rising middle class of India, larger than the population of The United States, and knew this would be the perfect consumer for this new flying experience. This was beneficial to Kingfisher as another way to advertise and promote the flamboyant lifestyle. 

On Sid Mallya’s 18 birthday the airline was officially launched. At first, the airline was a rapid success. The brand focused on high-frequency and low-cost eliminating serving meals and first-class like many other airlines. The airline sent the message “everyone is welcome here.” 

Although the company was thriving, in 2005 Mallya went behind the back of Alex Wilcox and spent billions of dollars on new planes. The airline was no longer going to be the same low-cost service it once was, this was not what the market wanted. The desire to expand the airline began to put Mallya in debt as he borrowed money from the bank. Mallya continued to expand and eventually, Wilcox could no longer help Kingfisher airlines; the two men had different expectations for the future of the company. 

Mallya’s debt continued to grow as he continued to buy into more companies. In 2008, the global economic downturn stopped people from traveling, Kingfisher airlines was not making what it needed to, daily, to survive. The company continued to fall into a pit of large debt through 2009 and 2010. The reports of the business numbers were published and scrutiny of the company was heightened. The flights were even running out of food and the crew was giving away their meals to customers. Although things were bad, Mallya thought he could save his airline. 

By 2011 Mallya was doing everything to save the airline. The workers of Kingfisher were severely underpaid. Many went on strike and the wife of an airline worker committed suicide because of the financial stress. Mallya begged his employees not to turn to the press, but eventually, his true character was revealed. He could have paid off some of his debt out of pocket but refused. Eventually, the license of Kingfisher Airline was suspended, the money had run out and the airline closed. 

When Mallya’s 60 birthday came around in 2015, he did not shy away from another profligate party. This party created a negative view towards Mallya and he was seen as a theft that did not care about the lives of his employees. This tipping point led to an investigation into his finances and prosecutors believed he was hiding his finances. Allegations against him included money laundering and fraud. 

Mallya fled to London with no plan to return against the orders of the government. He said, “I disprove the narrative that I stole money.” He was charged by the UK court for money laundering, conspiracy and cheating. Some argued there are worse criminals that need to be caught, while others declare he is a thief and needs to be prosecuted. His son Sid concluded because this was a “lifestyle brand, he was easier to target.”

Mallya has sold most of his business and as of summer 2020, he remains in London where he continues to fight all charges against him. You can watch the documentary on Netflix along with the next two episodes of Bad Boy Billionaires: India.