Saturday, July 29, 2023

Tatas should reimagine Air India’s mascot instead of retiring him

The Maharaja is reportedly about to be retired. But one hopes the Tata group would not be swayed by the narrative that the airline’s potbellied, beloved mascot with his curling moustache, aquiline nose and striped turban has outlived its utility as a brand mascot. The justification for getting rid of him has been that AI should shed the baggage of the past—the Maharaja is seen to be a symbol of that—and come forward in a brand new avatar. But that’s a wrong argument. Read why >>

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