Air-India merger may end reign of Maharaja

Mumbai: A planned merger of India's two state-run airlines may end the reign of one of its oldest and best-loved mascots, the Air-India Maharaja.
The portly maharaja, with his striped turban, big moustache, traditional churidar kurta (narrow pants and long tunic) and pointy shoes, was created in 1946 by Air-India's then Commercial Director Bobby Kooka and Umesh Rao of ad agency JWT.
What began as a design for an inflight memo pad quickly came to symbolise graciousness and luxury, suggested by the Maharaja's fancy attire, his closed eyes and genial, contented demeanour.
Many believe he has outlived his usefulness.
Air-India said no decision would be taken until after its merger with state-owned domestic carrier Indian, approved by the cabinet last week. But few will mourn the passing of the maharaja.
"Now he may be recognised, but does he mean something?" said Kiran Khalap, a partner in creative firm Chlorophyll.
"It would be a challenge to create a wholly new association, so a more contemporary maharaja could work, and will generate attention in the mascot and the airline," D. Ramakrishna, a former executive creative director at JWT, said.
06/03/07 Reuters/Financial Express

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Categories: Air India Mar 2007