It’s always spectacular when things go horribly wrong for the rich and famous.

When Vijay Mallya — the king of good times — launched a high-profile airline in 2005, his primary motive was to use the platform to promote his best-selling Kingfisher beer.

“I can’t advertise my brand. I have to live my brand,” he said then.

Owning an airline was probably far more glamorous than being a liquor baron, particularly in India, where drinking still is a taboo. On top of that, a premium airline in one of the fastest growing economies with business travel growing at an even faster speed would ensure additional revenue and add another feather to Mallya’s cap.

It was a perfect plan. It indeed was moving swiftly as Kingfisher soon occupied over a fifth of India’s traffic and Mallya’s kingdom expanded.