Featured

Are Days Numbered For Air India’s Iconic Maharaja?

By
OB Bureau

Mumbai: It may not be long before Air India’s iconic ‘Maharaja’ walks into the sunset.

Tata Group, which took over Air India in January, has hired British brand and design consultancy firm Futurebrands to rework the airline’s branding strategy, Economic Times reported.

The aim is to make Air India more appealing to a global audience.

Many within the company are of the opinion that the 76-year-old ‘Maharaja’ is outdated, and hence a introducing a new mascot is a distinct possibility.

Maharaja’s association with Air India started in 1946, when Air India’s Commercial Director Bobby Kooka and Umesh Rao, an artist with J. WalterThompson Ltd., jointly created the mascot.

Air India has not been using the Maharaja logo in its campaigns of new destination launches.

According to the ET report, rebranding of the airline is important as Tata Sons is planning to merge its four airlines into two companies. Vistara and Air India are to be merged to create a full-service airline by 2024, while AirAsia India and Air India Express will be merged to create a low-cost airline.

Air India has hired former MakeMyTrip executive Sunil Suresh as chief marketing officer, and also roped in Colin Neubronner — who conceptualized branding of Singapore Airlines and Jet Airways — to its new brand-building team.

OB Bureau

Recent Posts

Odisha Police Debunks Murder-For-Robbery Plot, Arrest Man For Killing Spouse

Jeypore: A 24-year-old inconsolable man, rolling on the ground unable to bear the loss of…

November 6, 2024

LMV License Holders Can Drive Transport Vehicles: Supreme Court

New Delhi: A five-judge Constitution bench of the Supreme Court on Wednesday ruled that a…

November 6, 2024

2 Die, One Critical As Car Crashes Into Tree In Odisha’s Konark

Bhubaneswar: Two persons died while another sustained critical injuries as the car in which they…

November 6, 2024

US Election Results: Trump Ahead Of Harris In Three Swing States

New Delhi: Tens of millions of Americans are choosing between two candidates with vastly different…

November 6, 2024

Thieves Decamp With Jewellery & Cash From Tara Tarini Temple In Odisha’s Ganjam

Berhampur: Unidentified miscreants decamped with gold and silver jewellery worth lakhs of rupees and all…

November 6, 2024

Idco Junior Manager Under Odisha Vigilance Lens, Raids On In Bhubaneswar & Puri

Bhubaneswar: The Odisha Vigilance sleuths on Wednesday carried out raids on properties linked to Junior…

November 6, 2024

Fire Engulfs Pvt TV Channel Studio In Odisha’s Khurda

Bhubaneswar: A massive fire broke out at the studio of a private TV channel at…

November 6, 2024

Odisha CM Directs To Supply 3 Months’ PDS Rice To Beneficiaries In Advance

Bhubaneswar: Odisha Chief Minister on Tuesday issued direction to provide rice of three months' quota…

November 5, 2024