Mallya Jr thinks he's a brand, but is he?

New Delhi: UB Group chief Vijay Mallya's son, Siddhartha Mallya is set to step into the world of brand endorsement with celebrity management firm KWAN signing him up to become face of some luxury brands."KWAN will explore opportunities across entertainment, fashion, luxury and media spaces for Brand Sid," KWAN Managing Director Anirban Das Blah said.KWAN is currently holding talks with several lifestyle brands.[caption id="attachment_275301" align="alignleft" width="380" caption="AFP"][/caption]"We are exploring various models like endorsement, and co-content creation. An official announcement is expected in the next two months," Blah added without providing more details.According to Blah, junior Mallya represents India's next generation in the lifestyle and luxury space.Siddhartha, who describes himself as a 'Business Boy' on the social networking platform Twitter, currently looks after the IPL team Royal Challenger Bangalore.He joins a long list of celebrities managed by KWAN that includes Ranbir Kapoor, Nargis Fakhri, Freida Pinto, Genelia Deshmukh, Rana Daggubati, Soha Ali Khan, Kalki Koechlin, Mahesh Babu and Shruti Haasan.PTI