Airlines

“Air India’s Iconic Maharaja Mascot: A Farewell or Rebirth?”

According to reports, the Maharaja, Air India’s well-known mascot, is likely to be sidelined in the new branding strategy decided upon by the Tata Group’s new management. Notably, the popular mascot’s rebranding is probably going to be revealed next month.

The CEO of AI revealed some strategies for reviving AIR INDIA as a global brand : Maharaja is Transforming(Opens in a new browser tab)

According to reports, the new branding strategy will probably be put into effect by the end of 2023. Executives from the Tata Group told the media outlet that the rebranding includes a new logo, livery, and motto.

According to the executives, Air India no longer wants to connect the Maharaja with the modern era. The Maharaja will remain a part of the airline, according to the current management of Air India, which took over after the government sold it last year. However, the executives now believe the mascot most likely won’t play the same role. To enhance the airline’s branding, the Tata Group recruited McCann Worldgroup India, which is led by Prasoon Joshi.

Air India’s Maharaja’retires’ his ‘queens of the skies’ after 51 years.(Opens in a new browser tab)

In his late seventies, Maharaja, the beloved mascot of Air India, is facing retirement or possibly a potential rebirth. The brand image was developed in 1946 by Umesh Rao, an artist with the marketing firm J. Walter Thompson, and Bobby Kooka, Air India’s Commercial Director.

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Airlines

German Carrier Lufthansa Plans for 20% Job Cuts in Administration

Lufthansa Airlines is reportedly planning significant job cuts in its administrative workforce. According to Manager Magazin, the German carrier intends to reduce administrative positions by 20% as part of its cost-cutting measures amidst an anticipated decline in earnings.

This reduction could impact approximately 400 jobs, the report revealed. While Lufthansa has not directly commented on the layoffs, the airline confirmed its goal of cutting administrative costs by 20% by 2028.

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The strategy involves leveraging digital technologies, including artificial intelligence and automation. “A hiring freeze is currently in place for administrative roles at Lufthansa Airlines,” said a company spokesperson.

The staff reduction is expected to occur through natural attrition and age-related turnover, rather than forced layoffs. The internal projection cited by the magazine warns that Lufthansa could face an operating loss of €800 million ($843.92 million) by 2026 if no corrective measures are taken.

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The report highlights the challenges companies face in aligning workforce requirements with current and future demands. Failure to adapt could necessitate drastic actions, such as restructuring and layoffs, which carry significant repercussions for both the organization and its employees.

As Lufthansa navigates these challenges, the airline appears committed to balancing cost efficiency with digital transformation to maintain its competitiveness in a rapidly evolving industry.