If you’re wondering why you should invest in branding, oh boy, does Netflix have a show for you!

‘Bad Boy Billionaires: India’ is a three-episode series that highlights three larger-than-life entrepreneurs who are now fighting cases of large-scale fraud in the Indian courts. 

How much fraud?

$1.25 billion by liquor baron-turned-conglomerate head Vijay Mallya

$1.5 billion by jeweller Nirav Modi

$8.5 billion by MLM pyramid savant Subrato Roy

But how in the world did millions of Indian citizens and international audiences buy into their stories?

Because of the brands they focused on far more than the products they offered.

All three entrepreneurs created aspirational and larger-than-life brands that attracted people who wanted more with their lives. 

These brands could have sold any product successfully, even oxygen or sunlight. 

Importantly, they all crashed because of financial fraud but are still held in awe solely because of the reverence the brands commanded in their heyday.