New Delhi, [India], June 13, 2025: When controversial business figure Vijay Mallya recently broke his long-standing silence, it wasn’t through a traditional media house or televised interview. Instead, he appeared on a podcast — a format that’s been steadily gaining traction among public personalities seeking more control over their narratives.
The move has raised eyebrows and sparked curiosity across media circles in India. For Manish Bhattacharjee, the founder of Brown Rich Media by Brandholic, the choice reflects a changing landscape in how stories are told and received.
“Podcasts offer a longer format, deeper conversation, and — most importantly — a space relatively free from the constraints of headline-chasing,” said Bhattacharjee. “It’s not surprising that someone in Mr. Mallya’s position would choose that route.”
While Mallya’s appearance stirred debate, it also highlighted how the podcast medium allows for more nuanced storytelling — especially in matters where legacy media often simplifies complex narratives for mass consumption.
“This isn’t about avoiding tough questions,” Bhattacharjee added. “It’s about controlling the frame of the conversation. When you speak in a podcast, you’re speaking to an audience that has chosen to listen, not one that’s waiting to be outraged.”
Brown Rich Media by Brandholic, founded and led by Manish Bhattacharjee, has quietly developed podcast production capabilities over the past year and is among several firms observing this shift. From CEOs to creatives, politicians to public figures — more are opting for podcast appearances when stakes are high and messaging must be precise.
Though not commenting directly on Mallya’s case, Bhattacharjee believes the medium’s appeal lies in its intimacy and flexibility. “Traditional media is built for immediacy; podcasts are built for impact,” he said.
As audiences continue to diversify how they consume content, the role of podcasts in public communication is poised to expand — not as a replacement for mainstream journalism, but as a parallel channel with its own power and purpose.
