To overfly boundaries

Frankfinn finds synergy in airflight services, music and now, believe it or not, even cinema.

Shefali Dave, 19, saw stars when asked to jump during a mock "chute escape" exercise (sliding out through an Airbus A300's emergency exit), conducted by Frankfinn Institute, a fledgling business of inflight crew training. She managed, but also discovered that an airhostess has more to do than sound sweet and look prim 'n' pretty.

Flying is not about humming along in the air, nor about seeing stars. But Frankfinn doesn't mind either. It is thinking of flying beyond traditional notions of synergy by extending the brand to music, films and possibly an airline as well.

Could an understanding of young aspirations be a factor in the calculation? Frankfinn Institute got about 8,000 students last year hoping to join an airline's inflight service crew. And the action in the skies promises to send demand sizzling higher. To meet which, the institute intends to have 50 centres in 40 cities by next month.

"Our expansion spree is in line with the demands of the growing industry," says Kulwinder Singh Kohli, chairman, Frankfinn. A man who wears many hats, he happens to be a practicing Supreme Court lawyer as well. Expansion to Dubai, Bangladesh and some Southeast Asian countries is on the cards too.

"Dubai is a major hub for the international airlines as well as the hospitality industry," reasons Kohli, "It makes sense to invest Rs 25 crore in expanding our facilities to these areas." By the end of 2006-07, he expects to have five centres overseas.

The category diversification has some other logic in operation. "Competition is heating up and we realise the need to carve out a niche for ourselves," Kohli reckons, having set his eyes on launching a frill-free airline.

"By 2008, I am sure Frankfinn would be able to launch a low-cost air service on select air routes."

The less obvious brand extension actually came last year, when Kohli made his entertainment debut with a Sufi music album under the label Frankfinn Music (budget: Rs 1 crore). Some eight more albums are due this year.

But all this pales in comparison with Kohli's celluloid ambitions. Coming soon: a Hindi action flick.

"We start filming this year and are looking at a multi-starrer action movie," he reveals. Soha Ali Khan, Frankfinn's brand ambassador, would very likely be in the film, as also some other famous actors. The budget: Rs 20 crore.

Yet, cinema is nothing like the training business. It is a game of blockbusters: high return on very high risk. Worse, the banner's prior brand equity is of little relevance. Would Frankfinn run out of capital? Not a worry, claims Kohli, who expects internal accruals to give him the Rs 80 crore he needs for 2006-07's expansion plans.