Maharaja needs a makeover, Air India calls in 12 agencies

New Delhi: As loss-hit Air India plans to rebrand itself, it may end up with a more business-like avatar of its mascot, the Maharaja — a royal in striped turban and red tunic. Since the government has asked the company to cut flab on all sides, it can no longer afford to retain its pot-bellied, elite mascot. The Maharaja may shed not only some weight, but also its trademark handlebar moustaches and royal turban. Instead, it may appear in a business suit — quite appropriate for an erstwhile fat-cat PSU trying hard to get leaner and meaner.
To align its brand with its greatly reduced circumstances, Air India has invited communication strategy proposals from 12 short-listed advertising agencies. Some of the country’s top names — RK Swamy BBDO, FCB Ulka, Lowe Lintas and Grey — are in the running to make over the 63-year-old Maharaja.
20/11/09 Indian Express

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Categories: NACIL Nov 2009