But there is no stopping his son Siddhartha, 25.
In April, he had hired celebrity-management firm KWAN to find him brands to endorse.
Mid-September, as Kingfisher Airlines was gasping for breath and its employees demanding their dues, saw him walking the ramp for designers Shantanu and Nikhil Mehra, arriving in Goa for the shoot of "The hunt for the Kingfisher calendar girl 2013", playing volleyball on the beach with 12 bikini-clad women and requesting all to vote for him for the "GQ most stylish man of the year crown" - it went to John Abraham.
Earlier this month, he was busy asking all fellow US citizens to vote in the presidential elections.
Seth says he has told Mallya "to tell Siddhartha to stop tweeting and hosting calendar launch events".
Beyond the headlines and hubris, Kingfisher Airline's spiral seems to have accentuated Mallya’s spiritual side.
He was always known to have a strong religious streak - admitted to considering Tuesdays and Saturdays inauspicious, had his new aircraft circle the Tirupati Balaji temple and made the annual pilgrimage to the shrine at Sabarimala.
But ever since the crisis began, Mallya has increased the frequency of his visits, earlier confined to festivals and special occasions, to the shrine at Tirupati in Andhra Pradesh and the Kollur Mookambika and Kukke Subrahmanya temples in Karnataka, says a source.
Earlier this year, he made an offering of a gold-plated door that cost around Rs 80 lakh to the Kukke Subramanya temple and has promised to donate another.
He also had a tantric pooja conducted at his residence in Mumbai a few months ago by a team of priests specially flown in from Kerala.
This had been preceded by a yajna to ward off evil at his residence in Bangalore, says the source.
Cartoon: Satish Acharya