End Of An Era? Air India's Maharajah Mascot May Bow Out In Tata's Brand Revamp

The iconic Maharajah mascot of Air India may be reassigned as the Tata Group, which took over the national carrier in January last year, embarks on a significant brand revamp. The mascot, which has been associated with Air India since 1946, may no longer be used as a mascot but will likely continue to feature in airport lounges and premium classes, The Economic Times reported.

As per the report, FutureBrand, a London-based brand and design consultancy firm, has been hired to redraw Air India's branding strategy. The new branding, aiming to compete with elite carriers like Emirates and Qatar Airways, will be unveiled in August.

As part of the rebranding exercise, Air India will introduce a new livery featuring red, white, and purple. The purple is derived from the livery of Vistara, another Tata Group airline, which will be merged into Air India by March 2024. The first planes to sport the new colours will be the Airbus A350 aircraft that Air India plans to induct in November.

Prasoon Joshi-led McCann Worldgroup has been appointed for the advertising and marketing campaign. The Maharajah was created by Bobby Kooka in 1946 when he was commercial director of the airline.

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