Nationally loved Air India brand now has the vision and Tatas' support to be internationally loved, says Prasoon Joshi

Rest assured, Air India’s 77-year-old mascot —the Maharaja—will not retire anytime soon but the potbellied figure’s role will be downsized. In a conversation with Storyboard18, Prasoon Joshi, chairman, McCann Worldgroup Asia Pacific and CEO & CCO at McCann Worldgroup India discusses behind-the-scenes nuggets and narrates untold anecdotes and stories that shaped Air India’s rebranding strategy and new identity. Edited excerpts >>

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Categories: Air India Aug 2023