The Future of Air India Iconic Mascot: Is the Maharaja Being Retired?

The iconic mascot of Air India, Maharaja, finds himself at the crossroads of retirement or a potential revival as he enters his late seventies.

Back in 1946, Bobby Kooka, the Commercial Director of Air India, joined forces with Umesh Rao, an artist from the advertising agency J. Walter Thompson, to create this celebrated brand symbol. During this era, air travel considering a luxurious experience reserved for the wealthy and celebrities. Air India, in those days, was a shining example of excellence, far from the state it would eventually become due to government intervention, years of mismanagement, and corruption. It was during this golden age that Air India received the Maharaja as its befitting icon, representing the grandeur associated with India’s maharajas. As time went on, the mascot proved to be incredibly versatile, embodying humility, humor, and even a mischievous streak.

The Maharaja’s uncertain future

Will the Maharaja be able to reinvent itself while its airline, Air India, undergoes a transformation under its original owner, the Tata Group? According to a report by TOI, the Tatas have appointed Prasoon Joshi-led McCann Worldgroup India to revive Air India’s once iconic advertising and branding. McCann Worldgroup India will create a new brand platform and a variety of multi-channel marketing communications. The question remains whether the Maharaja will continue to be featured in campaigns as it has in the past.

“We are currently in the planning stage, working on exciting developments for AI and its guests,” stated Joshi.

However, Air India CEO Campbell Wilson previously stated in February that the Maharaja will remain an integral part of the brand even after the extensive makeover the airline is undergoing.

In December of last year, the Tata Group enlisted the expertise of Futurebrands, a brand and design consultancy firm based in London, to revamp Air India’s branding strategy. One of the proposed strategies was to create a new mascot for the airline, as experts believed that the existing Maharajah had become outdated. Presently, Air India does not incorporate the Maharajah logo in its campaigns for launching new destinations.

According to a report by ET, multiple rounds of discussions based on the consultant’s report were expected before reaching a final decision. However, it is clear that a modernized image is necessary for Air India to compete with renowned airlines such as Emirates in today’s world.

When the Maharaja turned an aam aadmi

The Maharajah, an iconic and rotund figure dressed in majestic attire with folded hands in namaskar, underwent a transformation in 2015. The airline presented passengers with a revamped version of the mascot, who greeted them as a younger figure without a turban, featuring spiky hair and dressed in jeans and sneakers. They trimmed down the recognizable twirly mustache while keeping it intact.

During his initial meeting with officials from the aviation ministry in June 2014—shortly after assuming office—Prime Minister Narendra Modi expressed his view that the common man, referred to as the “aam aadmi,” should replace the Maharaja as the face of Indian aviation, according to a report by TOI. This assertion was made in line with his emphasis on the ministry developing policies to ensure that flying is accessible to all, rather than being limited to the affluent.

Since Air India had become synonymous with the Maharaja and retiring him was not feasible, the airline opted to modify its image to better suit the changing times. “The new Maharaja embodies a contemporary outlook that aligns with the modern era and the new direction of Air India. The airline is striving to streamline its operations to become a lean commercial entity. The Maharaja now exhibits a sleeker, youthful, sporty, and dynamic appearance. He has made a significant comeback in our advertising campaigns,” an official explained to ET.

The Maharaja and the Power of Nostalgia

Although the Maharaja appears outdated as a mascot, one cannot ignore the power of nostalgia, particularly in the case of Air India, a brand that once held a reputation for its quality service. The Maharaja evokes that sense of quality, even though it appears out of place in an era where flying is no longer a privilege reserved for the elite and is accessible to the common people. Today’s new customers prioritize efficiency over luxury and unnecessary embellishments.

Interestingly, the Maharaja was never intended to represent royalty, as its designer Kooka had explained. “We call him a Maharajah for lack of a better term. But he doesn’t come from a royal lineage. He may look regal, but he is not of royal descent.”

Initially, the Maharaja symbolized wealth and opulence, representing graciousness and a luxurious lifestyle. Along the way, its creators infused it with a distinct personality: the extravagant mustache, the striped turban, and the prominent aquiline nose, as described on the Air India website. “He can be a romantic in Paris, a sumo wrestler in Tokyo, a street artist, a Native American, a monk… he effortlessly captivates the world’s beauties. And most importantly, he can get away with it all simply because he is the Maharaja,” Kooka had shared.

Air India

Two years ago, experts in brand management suggested to ET that the Tata Group could revive and ingrain the Air India brand in the public’s consciousness by establishing a nostalgic connection while enhancing the product after acquiring Air India. Michael Mascarenhas, the airline’s marketing figurehead for three decades and its managing director in 2001, emphasized that “no other airline has ever had a mascot like this.” He added that the choice of the Maharaja had inspired him. Luck brilliantly adapted itself in a stroke. The Maharaja recalls depicting himself skiing when promoting Switzerland and showing himself riding a Lambretta with a priest while holding a loaf of bread when promoting Rome.

“The Maharaja is more relevant than ever, particularly because people yearn for nostalgia in this utilitarian environment. I hope the Tatas can revitalize it, just as they should with Air India,” expressed Agnello Dias, co-founder of Taproot Dentsu, during that period, as quoted by ET.

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